THE GREEN PURCHASE AWARENESS OF CROATIAN YOUNG ADULTS’ CONSUMERS

Abstract

The environmental problems of today both in world and in Croatia leads to the challenge of how to purchase products in order to listen to environmental rules. The goal of this research is to analyze the impact of factors that affect the young adults’ consumers awareness on green purchase. This research examines the green purchase awareness of Croatian young adults’ consumers and its influence on purchase intention of eco-friendly products. Survey research has been conducted on a sample of 653 respondents in Croatia. The theory of planned behavior was used in this research. The model examines the influence of several independent variables on the intention to purchase eco-friendly products using correlation and multiple regression. The research results show that attitudes about eco-friendly products, subjective norms, perceived behavioral control, knowledge about eco-friendly products and feelings of guilt are statistically significantly related to intentions to purchase eco-friendly products. By considering the demographic characteristics it was determined that the level of education significantly affects the intention to buy eco-friendly products, in contrast to all other demographic variables, which have no significant influence. The results of this research contribute in way that increase the knowledge of researchers about the theory and results that occur in the field related to sustainable development and environment and especially purchase intention toward the eco-friendly product in Croatia. The results of this research are expected to be a reference for further research in the field of eco-friendly products.