Green attitudes, not eco-facts alone, drive organic purchases
Organic Products
If you've ever picked an organic lotion or cleaner off a shelf because the label felt trustworthy, this study explains that your gut reaction to the green branding mattered more than the actual environmental facts behind it.
Researchers in Mongolia asked 405 regular buyers of an organic skincare and household brand what actually convinces them to choose organic over conventional products. It turns out that caring about the environment, seeing green ads and eco-labels, and hearing friends or family talk up organic goods don't directly push people to buy. Instead, those things work by first building a positive attitude toward green products, and that attitude is what actually drives the purchase decision.
Key Findings
Surveyed 405 valid responses (from 410 collected) of consumers of the Mongolian organic brand 'Shim' using SPSS and Smart-PLS analysis
Environmental awareness, green advertising/eco-labels, and social influence significantly affect purchase decisions, but only indirectly, through a mediating 'attitude toward green products' variable
All 5 proposed hypotheses (H1-H5) were supported, with consumer attitude identified as the key lever marketers should target to boost organic sales
chevron_right Technical Summary
A Mongolian marketing study surveyed 405 shoppers of the organic home and skincare brand 'Shim' and found that environmental awareness, green advertising, and social pressure from peers all push people toward organic products mainly by shaping a positive attitude toward 'green' goods first.
Abstract Preview
Original paper
ХЭРЭГЛЭГЧИЙН ОРГАНИК БҮТЭЭГДЭХҮҮН ХУДАЛДАН АВАХ ШИЙДВЭР ГАРГАЛТАД НӨЛӨӨЛӨХ ХҮЧИН ЗҮЙЛИЙН СУДАЛГАА /Шим брэндийн жишээн дээр/
Хэрэглэгчийн зах зээл дээрх органик бүтээгдэхүүний маркетингийн өсөлт нь хэрэглэгчийн мэдлэг, эрүүл мэндийн асуудал хүрээлэн буй орчны ухамсар зэрэг гадаад болон дотоод олон хүчин зүйлс, өдөр тутмы...
open_in_new Read full abstractAbstract copyright held by the original publisher.
Was this useful?
Want to tell us more? (optional)
Thanks for the note!
Something went wrong — please try again.
Too many submissions. Try again in an hour.
Alfalfa plus plant-based nanoparticles team up to eat plastic
The alfalfa cover crop in a garden bed or farm field could someday double as a plastic-degrading partner, breaking down stray plastic film in the soil instea...
Sustainability in plant science refers to practices and systems that allow plant production and ecosystems to continue meeting human and environmental needs over long periods. This is particularly important in plant biology because plants are foundational to food security, carbon cycling, and
arrow_forward Explore topic