Green Marketing and Consumer Behavior towards Green Brands

Hasim Deari, Selam Isejni, Rametulla Ferati


The aim of this paper is to investigate the consumer opinion regarding green brands. Nowadays the issue of consumer behavior toward green brands has received considerable attention in the field of marketing, respectively in contemporary consumer research.  This is the first time that this topic is scrutinized in the scientifically way based in statistical techniques and hypothesis testing. From consumer research we found that all the parameters that we selected in the research have a positive impact in consumer opinion as we as all factors are in the strong correlation each other. Consumers are ready to continue to buy and consume green brands not only for the concept of green, but for the healthy reason and environmental protection.


Green Marketing, Green Products, Green Brands, Consumer Behavior

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