A Study On The Influencing Factors Of Conscious Consumerism In Green Products Purchasing

Conscious consumerism behavior is a market trend that gains power,attracting a rising number of potential buyers.People become more concerned about specific social and environmental issues,aiming to contribute towards their resolution via change in their purchasing preferences.In these conditions,modern companies should adapt their marketing strategies to the needs of conscious and ethical clients,offering new types of goods and promotion methods.To effectively cooperate with conscious consumers,their main behavior motives should be defined.This study analyzed factors that motivate customers for conscious and ethical behavior.Specific segment of conscious consumerism targeted in the study was the consumer decision about the purchase of “green goods” – products and services that are positioned as having positive impact on the environment compared to more environmentally harmful product substitutes available in the market.The study results determined six categories of conscious consumer behavior motives.The following categories of ethical behavior factors were recognized as the most significant:customer’s psychological factors,public influence,habit formation,client’s trust,brand reputation,and product attributes.Specific marketing practice recommendations were proposed based on the study outcomes.