DOI: https://doi.org/10.14710/jsp.2024.25059

Examining Consumer Attitudes and Values Toward Environmentally Friendly Products: The Significance of Environmental Awareness for Today’s Consumers

*Marija Jankovic orcid  -  University Mediterranean, Associate professor/Vice Rector, Josipa Broza bb, Montenegro
Tamara Panajotovic  -  Ministry of Tourism and Youth of Serbia, Minister Advisor, Bulevar Mihajla Pupina 2, Beograd, Serbia
Klara Djurovic  -  University Mediterranean, PhD Candidate/ Teaching assistant, Josipa Broza bb, Montenegro
Open Access Copyright 2024 Journal of Sustainability Perspectives

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Abstract
This paper examines the attitudes, opinions, and values that consumers hold regarding environmentally friendly products in the domestic market. Given the fact that consumers have been focused on sustainability and environmental consciousness more than ever, it is crucial to understand how these factors influence purchasing decisions. Special attention will be paid to the role of environmental awareness in shaping consumer attitudes and behaviors in the context of purchasing sustainable products. To collect quantitative data, a structured questionnaire will be used, while focus groups will be applied as a qualitative method to gain deeper insights into consumer attitudes and opinions. Additional data will be collected through observational studies in stores and online shopping. The research results will provide data for more precise definition of marketing strategies, adjustment of production processes to produce more environmentally friendly products, as well as for product development.
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Section: Original Articles
Language : EN
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