Green Marketing: The Effectiveness of Socio-Demographic Variables for Explaining Green Purchases Behavior in Emerging Markets
Purpose: This paper aimed to investigate how socio-demographic factors have the power to influence the purchase of green products. The differences between gender, age, education level, and personal financial situation were examined. Design/Methodology/Approach: We surveyed 650 Polish consumers. The sample displays the following socio-demographic characteristics: gender, age, education, place of residence, and financial situation. The research was carried out between 7 December 2018 and 7 January 2019. A seven-point Likert scale was used to measure the variables. Findings: The results show that female consumers have more positive attitudes towards buying green products and feel more guilty and responsible for the environment than male consumers. Young consumers are skeptical about green products. A positive relationship was established between education and guilt for environmental degradation. The better the personal financial situation, the more people expressed their intention to buy green products. Practical Implications: Our research contributes to the development of consumption towards environmentally friendly products. Differences in purchasers’ behavior regarding their socio-demographic features heighten the need for a different approach to a product itself and how a promotional message is developed and indicate a need for pursuing other price strategies and using other distribution channels. Knowledge of these relationships provides considerable help in positioning, market segmentation, and marketing activities. Originality/value: Our research is an in-depth analysis of the factors determining green purchasing behavior. It contributes to the current literature by strengthening the existing knowledge about the factors influencing green purchase behavior in developing countries.