The Relationship Between Values and General Environmental Behaviour

Abstract

Growing global social and environmental problems draw attention to rethinking traditional marketing approaches. There are many signs of social and environmentally conscious marketing being now rediscovered. The main objectives of our comprehensive research project on social marketing were to find out how values influence general environmental behaviour. In order to achieve our objectives, we conducted a questionnaire survey with a representative sample of 501 respondents in 2011 in Hungary. Security proved to be the most important, extremely important value, which supports pro-environmental behaviour. Excitement, followed by being well respected and fun and enjoyment in life, all of which are negatively correlated by proenvironmental behaviour, are the least important values in Hungary. Additionally, we found that more than the half of the Hungarian population usually lived green. However, only weak correlations were found between environmentally conscious behaviour and value items. Since the direct influence of values on GEB is only weak, more variables (e.g. attitudes) are needed when modelling someone's pro-environmental behaviour.

The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

“…Examples include the toothpaste advertisements for perfect white teeth, where the natural (rather yellow) color is portrayed as bad. We can also mention the slogan of companies offering weight loss and diet pills: "be slim and desirable" [7,13,31,32,71]. However, these types of advertisements have started to gain an increasing number of opponents in the 21st century.…”

“…However, these types of advertisements have started to gain an increasing number of opponents in the 21st century. "Body positivity" has gained special attention in 2020, which means that companies refusing to follow this trend are addressed with strong criticism or boycott [31,32,71].…”

“…Based on the Green MarketAlert survey, environmentally conscious consumers are those who have already experienced the paradigm shift. For these consumers, environmental awareness is a lifestyle and not an alternative option for shopping [31].…”

A környezettudatos cselekvések elemzése

“…A környezettudatos magatartás a legszélesebb definíciója szerint magába foglal minden olyan tevékenységet és magatartást, amely a lehető legkisebb mértékben ártalmas a környezetre, vagy még esetleg hasznos is számára (Steg -Vlek, 2009). A környezettudatos cselekvések elemzése azonban annak ellenére egy viszonylag kevésbé kutatott terület hazánkban, hogy néhány tanulmány már részben érintette a környezettudatos magatartás elemzése során (Nagy, 2005;Nagy -Piskóti -Molnár -Marien, 2012;Hofmeister-Tóth -Kasza-Kelemen -Piskóti, 2013;Piskóti, 2015…”