GREEN MARKETING PERCEPTIONS IN ROMANIA: AN EXPLICATIVE MODEL

Abstract

Green marketing strategies focuses on attaining organizational goals in ways that lessen or eliminate negative environmental impacts. Literature so far demonstrated that consumers' subjective opinions of green business practices have a significantly impact on the green marketing effectiveness. Therefore, this research aimes at identifying and explaining the predictors of consumers' favorable perceptions of organisations that use green marketing methods and strategies, as well as to incorporate those predictors into an explanatory model using the structural equation paradigm. The proposed model proved to be statistically significant, as the perceived community contribution of green organization, organizational transparency, and the individual ability to differentiate green products predicts consumers' positive perception towards green organizations.