THE IMPACT OF GREEN BRANDING ON PURCHASE INTENTIONS AND FINANCIAL PERFORMANCE: EVIDENCE FROM KOSOVO
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Abstract
This study examines the influence of green branding and green brand image on consumer purchase intentions in Kosovo. As environmental awareness grows, local consumers are increasingly considering the ecological impact of their choices, prompting companies to integrate sustainable practices into their marketing strategies. This research aims to determine whether green branding and brand image significantly influence consumers' willingness to purchase eco-friendly products, and to identify any demographic differences in this behaviour. A quantitative approach was adopted. Data were collected via a structured questionnaire distributed to a diverse group of consumers across Kosovo. A total of 190 valid responses were analysed using descriptive statistics, as well as correlation and regression analyses. This methodology enabled a detailed examination of the relationships between green branding, brand image and purchase intentions, and the impact of factors such as gender and age on consumer behaviour. The findings reveal a strong positive correlation between green branding and consumer purchase intentions. This suggests that clearly communicating a brand’s environmental initiatives can encourage consumers to choose sustainable products. A green brand image also has a significant effect, with consumers perceiving environmentally responsible brands as more trustworthy and appealing. Many respondents expressed a willingness to pay a premium for green products, highlighting both ethical considerations and a growing consumer interest in sustainability. Notable gender differences emerged, with female consumers demonstrating greater sensitivity to green branding and a stronger inclination to purchase eco-friendly products than males. In conclusion, the study highlights the significance of green branding and brand image in influencing consumer behaviour in Kosovo. It provides companies with practical insights on how to enhance brand value while promoting sustainable consumption. By integrating environmental responsibility into their marketing strategies, businesses can foster consumer loyalty and gain a competitive advantage. The research contributes to academic knowledge by providing empirical evidence from a local context and emphasising the financial and marketing implications of green branding. Overall, the study highlights the importance of understanding green consumer behaviour in emerging markets, offering valuable insights for companies and policymakers seeking to promote environmentally responsible practices.
How to Cite
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green consumption, green brand image, purchase intentions, consumer behaviour, Kosovo
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