Factors Affecting Brand Perception by E-Consumers of Organic Products
Artykuł w czasopiśmie
MNiSW
70
Lista 2024
| Status: | |
| Autorzy: | Szymoniuk Barbara, Kocot Maria, Maciaszczyk Magdalena, Kwasek Artur |
| Dyscypliny: | |
| Aby zobaczyć szczegóły należy się zalogować. | |
| Rok wydania: | 2024 |
| Wersja dokumentu: | Elektroniczna |
| Język: | angielski |
| Wolumen/Tom: | 205 |
| Strony: | 627 - 645 |
| Efekt badań statutowych | NIE |
| Materiał konferencyjny: | NIE |
| Publikacja OA: | TAK |
| Licencja: | |
| Sposób udostępnienia: | Otwarte czasopismo |
| Wersja tekstu: | Ostateczna wersja opublikowana |
| Czas opublikowania: | W momencie opublikowania |
| Data opublikowania w OA: | 30 października 2024 |
| Abstrakty: | angielski |
| Purpose: The aim of this article is to identify and analyze key factors influencing e -consumers’ perception of brands of green products. The study focuses on understanding how green credibility, innovativeness, and transparency of activities affect consumers’ purchasing decisions. Design/methodology/approach: The study was conducted via an online survey in January-February 2024 on a sample of 745 respondents. Data analysis included the use of correlations to determine the interrelationships between various factors influencing the perception of green brands. Findings: The research results indicate that the most important determinants of the perception of ecological brands are their ecological credibility, commitment to sustainable development and transparency of activities. In addition, an innovative approach to ecology and creative pro-ecological solutions also have a significant impact on building a positive brand image. Research limitations/implications: The study is limited by the limited sample of respondents and the subjective nature of the answers, which may affect the generality of the results. Additionally, the survey did not take into account all possible factors that may affect the perception of eco-brands. Practical implications: The study provides companies with guidance on how to effectively build an environmental image in the digital environment. The practical application of the results includes better adapting communication and marketing strategies in order to build lasting relationships with environmental consumers. Social implications: Understanding the factors that influence e -consumer decisions can help to increase environmental awareness in society. By promoting sustainable practices, companies can influence the formation of more responsible consumer attitudes. Originality/value: The article provides new knowledge and data on the relationship between ecological values and brand perceptions in e-commerce, which contributes to the development of the literature on sustainable marketing and consumer behavior in the context of ecology. |
