ВПЛИВ МОТИВАЦІЙНИХ ЧИННИКІВ ЗЕЛЕНОГО МАРКЕТИНГУ НА КУПІВЕЛЬНІ НАМІРИ СПОЖИВАЧІВ ЗА ПОСЕРЕДНИЦЬКОЇ РОЛІ ДОВІРИ ДО ЗЕЛЕНОГО БРЕНДУ ДЛЯ ПРОТИДІЇ ГРІНВОШІНГУ
DOI:
https://doi.org/10.15407/economyukr.2024.10.066Ключові слова:
довіра до зеленого бренду; зелена реклама; купівельний намір; грінвошінг; імідж зеленого брендуАнотація
Розглянуто вплив мотиваційних чинників зеленого маркетингу на купівельні наміри алжирських споживачів, особливу увагу приділено посередницькій ролі довіри до зеленого бренду в пом’якшенні впливу «зеленого відмивання» – грінвошінгу. У рамках дослідження, проведеного в Магнії, було опитано 262 споживачі з використанням структурованої анкети. Аналізуючи дані за допомогою моделювання структурними рівняннями за частковими найменшими квадратами (PLS-SEM), показано, що довіра до зеленого бренду виступає критичним посередником між чинниками зеленого маркетингу і купівельними намірами. Виявлено, що позитивне сприйняття зеленої реклами і потужний імідж зеленого бренду значно підвищують довіру до останнього, що, у свою чергу, істотно впливає на наміри споживачів купувати екологічні продукти.
Подальший аналіз показує, що, хоча відсутність обману і прозорість безпосередньо не впливають на довіру до зеленого бренду, вони діють як важливі модератори, посилюючи зв’язок між сприйняттям зеленої реклами і довірою. Висвітлено, зокрема, поширену проблему грінвошінгу в Алжирі й продемонстровано, як оманливі екологічні заяви підривають довіру споживачів та їхні купівельні наміри. Підкреслено, що пріоритетом для компаній мають бути реальні зусилля з охорони навколишнього середовища і етичні маркетингові практики для побудови стійких зв’язків зі споживачами. Наголошено на важливості сприяння екологічній обізнаності серед споживачів через освітні програми та інформаційні кампанії, а також посилення екологічного законодавства для запобігання шахрайству. Завдяки розумінню складного взаємозв’язку між чинниками зеленого маркетингу, довірою до зеленого бренду і купівельними намірами отримано цінну інформацію для розробки моделей сталого споживання в економіках, що розвиваються, і пом’якшення негативних наслідків грінвошінгу.
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