Exploring Consumers’ Attitudes towards Green Marketing and Convenience

Abstract

This research seeks to better understand consumers’ perceptions of green marketing and convenience. The hypotheses were tested by conducting a scenario-based experiment. The results obtained confirm that green marketing practices and convenience have a positive effect on consumer behavior and convenience positively moderates the relationship between green marketing practices and willingness to buy, attitude toward company, and consumer commitment. Probably the most interesting result of this study is that an increase in convenience leads to a higher increase in willingness to buy, attitude towards company, and consumer commitment than green marketing practices. Implications, general limitations of current research and guidelines for the future studies are provided in the end.