Green Purchasing Behaviour. Determining the strength of sustainability and green elements required to trigger purchasing motivations

      Аннотация: The researcher identifies that by being able to effectively leverage marketing and promote “green” brands within the marketplace, it appears to be paramount to not only understand how organisations wanting to effectively leverage their “green” branding can successfully implement and market “green and/or sustainability” within their brand experience, but to also gain more of an understanding on who the actual green consumer is? Being more able to identify and leverage brand “green” key insights within organisations communicative offerings and engage consumers deeper emotional connection more astutely, will also enable organisations to try and overcome some of the current perceived insincere marketing around “green” campaigns that have created consumer lack of environmental engagement (Rettie, Burchell, & Riley, 2012) and perceived “green wash”, therefore being more likely to result in positive engagement and consumer "green" purchasing behaviour.

Ключевые слова: green marketing, Green brand awareness, Green purchasing behaviour, sustainability, Green communication, Green motivation, greenwashing