The topic of sustainability is gaining more and more importance in recent years, especially due to the intensification of phenomena linked to climate change. An individual and social commitment to implementing sustainable behaviours, including purchasing behaviours, is therefore fundamental. This thesis aims to analyze which variables can influence sustainable purchasing behaviour. In particular, the first chapter offers an overview of the topic of green marketing, describing its characteristics and tools. The second chapter focuses on deepening, through an analysis of the literature, the theory of planned behavior and some related extensions, with the aim of understanding which variables, among those involved in this theoretical model, are able to predict intentions and purchasing behavior of sustainable products by consumers. Finally, considering the analyzed results, the third chapter describes the practical implications for marketing.
Il tema della sostenibilità sta acquisendo sempre più importanza negli ultimi anni, soprattutto a causa dell’intensificarsi dei fenomeni legati al cambiamento climatico. È quindi fondamentale un impegno individuale e sociale nella messa in atto di comportamenti sostenibili, inclusi i comportamenti d’acquisto. Il presente elaborato si pone l’obiettivo di analizzare quali variabili possono influenzare i comportamenti d’acquisto sostenibili. In particolare, il primo capitolo offre una panoramica circa il tema del green marketing, descrivendone le caratteristiche e gli strumenti. Il secondo capitolo si concentra sull’approfondire, attraverso un’analisi della letteratura, la teoria del comportamento pianificato e alcune relative estensioni, con lo scopo di comprendere quali variabili, tra quelle coinvolte in questo modello teorico, siano in grado di prevedere le intenzioni e i comportamenti d’acquisto di prodotti sostenibili da parte dei consumatori. Infine, alla luce dei risultati analizzati, nel terzo capitolo vengono descritte le implicazioni pratiche per il marketing.
Green marketing e comportamenti d'acquisto sostenibili: aspetti teorici e ambiti d'intervento
DECIMI, ALESSIA
2023/2024
Abstract
The topic of sustainability is gaining more and more importance in recent years, especially due to the intensification of phenomena linked to climate change. An individual and social commitment to implementing sustainable behaviours, including purchasing behaviours, is therefore fundamental. This thesis aims to analyze which variables can influence sustainable purchasing behaviour. In particular, the first chapter offers an overview of the topic of green marketing, describing its characteristics and tools. The second chapter focuses on deepening, through an analysis of the literature, the theory of planned behavior and some related extensions, with the aim of understanding which variables, among those involved in this theoretical model, are able to predict intentions and purchasing behavior of sustainable products by consumers. Finally, considering the analyzed results, the third chapter describes the practical implications for marketing.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/66171