Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility

• Published in: Sustainability 2019-02, Vol.11 (3), p.873
• Main Authors: Kardos, Mihaela, Gabor, Manuela Rozalia, Cristache, Nicoleta
• Format: Article
• Language: English
• Subjects: Consumer behavior; Consumers; Environmental conditions; Environmental impact; Environmental information; Environmental protection; Green marketing; Hypotheses; Marketing; Packaging; Social responsibility; Society; Statistical methods; Sustainability; Sustainable development
• ISSN: 2071-1050; 2071-1050
• DOI: 10.3390/su11030873

In contemporary society, which is preoccupied with sustainability issues, green marketing highlights a new dimension of the economic, social, and environmental responsibilities of businesses. This article aims to provide an integrative vision on green marketing roles in informing, raising awareness, educating, and changing consumer behaviour towards sustainability and ecopreneurship and to highlight the results of research regarding PlantBottle® green packaging’s impact on the environmental responsibility of young consumers. The research was conducted based on a survey, and data were processed with statistical methods. The research results validate a set of hypotheses regarding: Romanian consumers’ lack of information leading to environmental responsibility; the impact of environmental information and awareness on green responsible behaviour; and the need to intensify efforts towards environmental responsibility. By the novelty of the research, which was conducted in a country that has rather recently become preoccupied with sustainability issues, the paper fills in a gap in a relatively limited research area: countries where green culture is developing and can become a landmark with implications for managers, educators, and the scientific community.