Consumer Behavior and Demand for Green Products
Authors
Silvana Nakuci, Oltjana Zoto
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This study analyzes consumer behavior and the factors influencing demand for green products in the context of sustainable development. The study focuses on the role of environmental awareness, individual attitudes, price perception, and trust in eco-labeling in shaping consumption decisions. Drawing on empirical data collected through a survey and analyzed using statistical and econometric methods, the paper assesses the relationships among key variables and identifies the most important factors that encourage or hinder demand for green products. The results indicate that environmental awareness and trust in ecological information have a positive and significant impact on consumers’ willingness to purchase green products, while the perception of high prices constitutes a major barrier. The study highlights the importance of informational policies, market-based instruments, and sustainable marketing strategies in increasing demand for environmentally friendly products, thereby contributing to the literature on environmental economics and consumer behavior.
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Authors
Silvana Nakuci, Oltjana Zoto
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