Comprehensive Study on the Determinants of Green Behaviour of Slovenian Consumers: The Role of Marketing Communication, Lifestyle, Psychological, and Social Determinants
Abstract
:1. Introduction
2. Literature Review
2.1. Exploring the Green Attitude–Behaviour Gap in Sustainable Consumption
2.2. Psychological Determinants
2.3. Marketing Communication
2.4. Lifestyle
2.5. Social Determinants
2.6. Research Framework
3. Materials and Methods
3.1. Sample
3.2. Data Collection
3.3. Data Validation
3.4. Data Analysis
4. Results
5. Discussion
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Attribute | Category | Share of Total Respondents (%) |
---|---|---|
Gender | Male | 52.1 |
Female | 47.9 | |
Age | 18–24 | 10.6 |
25–34 | 18.5 | |
35–44 | 23.4 | |
45–54 | 22.9 | |
≥55 | 24.7 | |
Highest education level | Primary school or below | 1.7 |
Secondary school | 10.8 | |
College degree | 43.9 | |
Undergraduate degree | 37.2 | |
Master’s degree/specialisation | 3.9 | |
Doctoral degree | 2.4 | |
Monthly net income (EUR) | <500 | 5.8 |
500–999 | 11.1 | |
1000–1999 | 32.2 | |
2000–2999 | 22.1 | |
3000–3999 | 7.3 | |
>4000 | 6.2 | |
I do not want to answer | 15.1 |
Sustainable Behaviour | f (%) | μ | σ | N 1 | Component Matrix | ||||
---|---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | |||||
In most of my decisions as a consumer, I consider the impact of my actions on sustainability. | 1.5 | 8.6 | 33.6 | 42.5 | 13.9 | 3.59 | 0.8855 | 495 | 0.824 |
It is important to me that the service/product I use does not harm the environment or is sustainable. | 0.9 | 4.6 | 23.4 | 50.3 | 20.8 | 3.85 | 0.8295 | 492 | 0.791 |
I regularly read labels and check whether the content is environmentally friendly. | 5.5 | 15.3 | 36.1 | 29.9 | 13.1 | 3.30 | 1.054 | 491 | 0.790 |
I regularly buy products that are made with or packaged in recycled materials. | 1.8 | 10.9 | 36.8 | 35.9 | 14.5 | 3.50 | 0.9325 | 494 | 0.774 |
If I have a choice, I prefer to choose a product that is sustainable. | 1.9 | 3.2 | 18.2 | 50.5 | 26.2 | 3.96 | 0.8621 | 491 | 0.796 |
I recycle/reuse products, if possible. | 1.0 | 8.2 | 25.2 | 49.0 | 16.6 | 3.72 | 0.8716 | 502 | 0.072 |
Attitude towards SGDs | ||
---|---|---|
Sustainable behaviour | Correlation coefficient (ρ) | 0.384 *** |
p value | 0.000 |
Unstandardised Coefficients | Standardised Coefficients | ||||
---|---|---|---|---|---|
Model | B | Std Error | β | t | p |
Constant | −3.418 | 0.319 | −10.727 | 0.000 *** | |
Sustainability as a value | 0.298 | 0.058 | 0.233 | 5.124 | 0.000 *** |
Level of information | 0.089 | 0.029 | 0.114 | 3.021 | 0.003 ** |
Behaviour based on habits | −0.094 | 0.047 | −0.076 | −2.006 | 0.045 * |
Advertisement attractiveness | 0.067 | 0.037 | 0.072 | 1.796 | 0.043 * |
Opinions of family and friends | 0.100 | 0.047 | 0.103 | 2.115 | 0.035 * |
Opinions of others | 0.134 | 0.045 | 0.138 | 2.956 | 0.003 ** |
Society’s expectations | 0.119 | 0.054 | 0.099 | 2.202 | 0.028 * |
Attitudes towards SDGs | 0.241 | 0.066 | 0.171 | 3.679 | 0.000 *** |
Unstandardised Coefficients | Standardised Coefficients | ||||||
---|---|---|---|---|---|---|---|
R2 | Model | B | Std Error | β | t | p | |
Men | 0.189 | Constant | −2.337 | 0.294 | −7.942 | 0.000 *** | |
Information about the sustainability of the product/service | 0.242 | 0.074 | 0.197 | 3.257 | 0.001 *** | ||
Advertisement attractiveness | 0.240 | 0.060 | 0.251 | 3.973 | 0.000 *** | ||
Trust in sustainable advertising | 0.144 | 0.065 | 0.137 | 2.234 | 0.026 * | ||
Women | 0.161 | Constant | −2.971 | 0.528 | −5.631 | 0.000 *** | |
Information about the sustainability of the product/service | 0.222 | 0.109 | 0.158 | 2.040 | 0.042 * | ||
Communicating the consequences of unsustainable behaviours | 0.277 | 0.100 | 0.215 | 2.784 | 0.006 ** | ||
Level of information | 0.166 | 0.045 | 0.220 | 3.706 | 0.000 *** | ||
Misleading advertising | 0.153 | 0.079 | 0.115 | 1.932 | 0.050 * |
Unstandardised Coefficients | Standardised Coefficients | ||||||
---|---|---|---|---|---|---|---|
R2 | Model | B | Std Error | β | t | p | |
<35 years | 0.112 | Constant | −2.527 | 0.544 | −4.647 | 0.000 *** | |
Information about the sustainability of the product/service | 0.233 | 0.127 | 0.168 | 1.837 | 0.048 * | ||
Communicating the consequences of unsustainable behaviours | 0.236 | 0.123 | 0.171 | 1.914 | 0.048 * | ||
Advertisement attractiveness | 0.175 | 0.080 | 0.176 | 2.200 | 0.029 * | ||
≥35 years | 0.175 | Constant | −2.377 | 0.274 | −8.664 | 0.000 *** | |
Information about the sustainability of the product/service | 0.223 | 0.087 | 0.180 | 2.577 | 0.010 ** | ||
Communicating the consequences of unsustainable behaviours | 0.201 | 0.079 | 0.174 | 2.546 | 0.011 * | ||
Level of information | 0.082 | 0.037 | 0.107 | 2.202 | 0.028 * | ||
Advertisement attractiveness | 0.154 | 0.046 | 0.168 | 3.365 | 0.001 *** |
Unstandardised Coefficients | Standardised Coefficients | ||||||
---|---|---|---|---|---|---|---|
R2 | Model | B | Std Error | β | t | p | |
Lower education | 0.489 | Constant | −4.827 | 0.630 | −7.660 | 0.000 *** | |
Information about the sustainability of the product/service | 0.396 | 0.152 | 0.273 | 2.603 | 0.012 * | ||
Level of information | 0.171 | 0.089 | 0.177 | 1.918 | 0.050 * | ||
Advertisement attractiveness | 0.311 | 0.173 | 0.225 | 1.800 | 0.047 * | ||
Positive emotions in advertisements | 0.265 | 0.119 | 0.238 | 2.219 | 0.031 * | ||
Trust in sustainable advertising | 0.246 | 0.137 | 0.194 | 1.787 | 0.049 * | ||
Higher education | 0.136 | Constant | −2.233 | 0.266 | −8.386 | 0.000 *** | |
Information about the sustainability of the product/service | 0.182 | 0.074 | 0.145 | 2.469 | 0.014 ** | ||
Communicating the consequences of unsustainable behaviours | 0.233 | 0.067 | 0.199 | 3.453 | 0.001 *** | ||
Level of information | 0.069 | 0.034 | 0.091 | 2.053 | 0.041 * | ||
Advertisement attractiveness | 0.121 | 0.041 | 0.136 | 2.974 | 0.003 ** |
Unstandardised Coefficients | Standardised Coefficients | ||||||
---|---|---|---|---|---|---|---|
R2 | Model | B | Std Error | β | t | p | |
Lower income | 0.246 | Constant | −3.221 | 0.297 | −10.840 | 0.000 *** | |
Information about the sustainability of the product/service | 0.274 | 0.079 | 0.206 | 3.481 | 0.001 *** | ||
Communicating the consequences of unsustainable behaviours | 0.348 | 0.074 | 0.271 | 4.721 | 0.000 *** | ||
Level of information | 0.101 | 0.036 | 0.130 | 2.815 | 0.005 ** | ||
Advertisement attractiveness | 0.144 | 0.046 | 0.151 | 3.157 | 0.002 ** |
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Krsnik, S.; Erjavec, K. Comprehensive Study on the Determinants of Green Behaviour of Slovenian Consumers: The Role of Marketing Communication, Lifestyle, Psychological, and Social Determinants. Sustainability 2024, 16, 7555. https://doi.org/10.3390/su16177555
Krsnik S, Erjavec K. Comprehensive Study on the Determinants of Green Behaviour of Slovenian Consumers: The Role of Marketing Communication, Lifestyle, Psychological, and Social Determinants. Sustainability. 2024; 16(17):7555. https://doi.org/10.3390/su16177555
Chicago/Turabian StyleKrsnik, Sabina, and Karmen Erjavec. 2024. "Comprehensive Study on the Determinants of Green Behaviour of Slovenian Consumers: The Role of Marketing Communication, Lifestyle, Psychological, and Social Determinants" Sustainability 16, no. 17: 7555. https://doi.org/10.3390/su16177555