The impact of green advertising and green packaging on consumer purchase behaviour

The goal of this thesis is to provide information about the effects of green marketing on the behavior of the consumers during the process of buying green products. First of all, a problem of the environment, sustainable development and appearance of green marketing are mentioned. Then, the concept of green marketing and the behavior of the consumers are explained. Disruption of the environmental life qualities which is caused by natural or human activity is a big problem in the whole world. Consumer become more and more aware of the consequences of the global warming and changes appeared in eco-systems and they change their consumption habits along with it. As a result, green marketing appeared which demands sustainable and socially responsible products and services. The basic goal of the green marketing is to satisfy consumer's needs, but that goal should be realized through responsible behavior of the company to the society. Green advertises have for a goal influence to the consumers' consumption habits, motivating them to buy products which do not have any harm to the environment. Promotion of the green approach develops for us a picture what and in what way we consume. Green packaging uses rational resources and raw materials, protects the environment and it is degradable in the end. Except it, green packaging brings to the better competitiveness of the product and the producer on the market. Besides its care for the environment, it also saves money in energy consumption and buying of the equipment. By conducting an online survey, the goal is to find out how young people, mostly students, are informed about green marketing and factors which influence buying the green products as well as the impact of green adverts and green packaging on consumers during the purchase of these products. Keywords: Environment, Green Marketing, Sustainability, Consumer Behavior, Green Adverts, Green Packaging.