RESEARCH ARTICLE
Sustainable development: Predictors of green consumerism in Slovenia
Jana Hojnik,
Mitja Ruzzier,
Tatiana S. Manolova,
Corresponding Author
Jana Hojnik
Faculty of Management, University of Primorska, Koper, Slovenia
Correspondence
Jana Hojnik, Faculty of Management, University of Primorska, Cankarjeva 5, Koper 6000, Slovenia.
Email: jana.hojnik@fm-kp.si
Search for more papers by this authorMitja Ruzzier
Faculty of Management, University of Primorska, Koper, Slovenia
Search for more papers by this authorJana Hojnik,
Mitja Ruzzier,
Tatiana S. Manolova,
Corresponding Author
Jana Hojnik
Faculty of Management, University of Primorska, Koper, Slovenia
Correspondence
Jana Hojnik, Faculty of Management, University of Primorska, Cankarjeva 5, Koper 6000, Slovenia.
Email: jana.hojnik@fm-kp.si
Search for more papers by this authorMitja Ruzzier
Faculty of Management, University of Primorska, Koper, Slovenia
Search for more papers by this authorFunding information: Slovenian Research Agency, Grant/Award Numbers: 1000-17-1988, BI-US/18-20-003
Abstract
Motivated by the growing worldwide concern for sustainable development, in this study, we explore the antecedents of green consumerism in an economy driven by environmental sustainability concerns. Drawing on a survey of 705 Slovenian consumers, we find that consumers' environmental commitment, perception of eco-products, and perception of barriers to be green all positively affect the green purchase intention, which in turn positively and significantly affects consumers' purchase of eco-products. The findings further show that consumers' environmental commitment and perception of eco-products are the strongest determinants of the green purchase intention. In addition, consumers' demographics determine their perceptions of eco-products, environmental commitment, and green purchase intention. Implications for marketing practice are provided.
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