Original scientific paper
RESEARCH ON THE IMPACT OF ATTITUDES AND SKEPTICISM ON THE INTENTION TO PURCHASE GREEN PRODUCTS AMONG LATE ADOLESCENTS IN THE CITY OF ZAGREB
Mirko Palić
orcid.org/0000-0001-8192-7868
; Ekonomski fakultet Sveučilišta u Zagrebu Trg J.F. Kennedyja 6, 10000 Zagreb, Hrvatska
Petra Sabljić
orcid.org/0009-0000-6034-3070
; Ekonomski fakultet Sveučilišta u Zagrebu Trg J.F. Kennedyja 6, 10000 Zagreb, Hrvatska
Barbara Kovač
; Ekonomski fakultet Sveučilišta u Zagrebu Trg J.F. Kennedyja 6, 10000 Zagreb, Hrvatska
Abstract
Attitudes towards the purchase of green products among late adolescents play a crucial role in shaping their consumer habits and contribute to the overall sustainability of society. Late adolescence is a significant period when young individuals develop their identity and become increasingly independent in decision-making, including those related to shopping. The aim of the study was to investigate the influence of attitudes and skepticism on the intention to form the purchase of green products in late adolescents in the City of Zagreb. The primary exploratory research included 282 late adolescents, individuals aged between 18 and 24 years. The results indicate a moderately high level of awareness of the need for environmental protection and global environmental problems. However, this concern does not translate into action, as reflected in the relatively low proportional representation of purchasing of the green products. In this context, male adolescents exhibit greater skepticism towards green products compared to female adolescents, who also demonstrate higher knowledge and activities related to ecological issues and the purchase of green products. The results of this research reveal the level of knowledge about ecology, the level of skepticism, trust and confidence in green products, and ecological behavior and activities. The most common green brands and the frequency of their purchase were identified. The findings of this study are significant for marketing professionals who can use them to appropriately shape value offers, information, and communication related to green products, thereby influencing positive changes in responsible purchasing behavior among late adolescents in the Republic of Croatia.
Keywords
ecology; late adolescents; green products; marketing; purchase intention; Zagreb
Hrčak ID:
329004
URI
Publication date:
6.3.2025.
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