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Exploring the barriers to green buying behavior and counteractive influences

  • The awareness of environmental issues is growing worldwide. Accordingly, green marketing is becoming increasingly essential for the strategies and competitive advantage of international companies. However, although the public is voicing concerns about the state of the environment and stating their intention to purchase green products, only a small percentage of consumers does so. The analysis of several studies and relevant literature aims to find the barriers to green buying behavior, as well as counteractive influences. Additionally, opportunities for green marketing in China and the United States are explored. The findings show relevant hindrances to green buying behavior, as well as influences, which could support the spanning of the green gap, and suggest significant opportunities for green marketing in the Chinese market.

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Author:Jacqueline Kadira
Advisor:Marc Peter Radke
Document Type:Bachelor Thesis
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Date of final exam:2018/02/28
Release Date:2018/03/08
Tag:Environmental marketing; Green attitude-behavior gap; Green buying behavior; Green consumerism; Green marketing
Page Number:85
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt