Abstract:Purpose: Along with the growing environmental concerns, the need to make the consumption more eco-friendly has emerged. The awareness of the danger related to excessive consumerism pushed some part of the society towards more sustainable choices. The main goal of this study was to evaluate the impact of pro-ecological factors in the marketing mix on the young consumers’ purchase decisions. Design/methodology/approach: The research investigated the willingness to purchase a product described as “ecological” in… Show more
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