Publication: Green Marketing, Green Consumer Behaviour and Willingness to Pay more for organic food
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2022
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Abstract
Propósito: analizar el estado actual del marketing verde; las teorías del comportamiento del consumidor verde y los factores que influyen con respecto a los alimentos orgánicos; así como su disposición a pagar, sus factores y los métodos para analizarla.
Metodología: revisión de la literatura a través de 16 revisiones sistemáticas desde 2017 a 2022 relevantes para los temas descritos anteriormente. Se tomaron once estudios JCR Q1, uno SJR Q1, tres JCR Q2 y uno JCR Q3.
Resultados esperados: percepción uniforme de la brecha actitud-comportamiento de las revisiones sistemáticas elegidas.
Implicaciones prácticas: implicaciones prácticas para aplicar un marketing verde más preciso y conocer mejor las motivaciones y barreras de los consumidores ecológicos, así como su disposición a pagar por productos y servicios ecológicos.
Originalidad: descripción de todas las aristas de la brecha actitud-comportamiento de los temas antes descritos, así como una primera aproximación de un modelo integrado a partir de las conclusiones encontradas.
Purpose – To analyse the state of the art of Green Marketing; Green Consumer Behaviour theories and influencing factors regarding organic food; and their willingness to pay (WTP), their influencing factors and methods of obtaining them. Methodology – A literature review taking 16 systematic review studies from 2017 to 2022 range which are relevant to the topics described before. Eleven JCR Q1, one SJR Q1, three JCR Q2 and one JCR Q3 studies were taken. Expected results – Uniform perception of the attitude-behaviour gap described in the systematic reviews carried out. Practical implications – Practical implications for more targeted Green Marketing, and better understanding of Green Consumer´s drivers and barriers, as well as their willingness to pay (WTP) for green products and services. Originality – A mapping of all the corners of the attitude-behaviour gap of the topics described above, as well as a first approach of an integrated model with conflicting conclusions.
Purpose – To analyse the state of the art of Green Marketing; Green Consumer Behaviour theories and influencing factors regarding organic food; and their willingness to pay (WTP), their influencing factors and methods of obtaining them. Methodology – A literature review taking 16 systematic review studies from 2017 to 2022 range which are relevant to the topics described before. Eleven JCR Q1, one SJR Q1, three JCR Q2 and one JCR Q3 studies were taken. Expected results – Uniform perception of the attitude-behaviour gap described in the systematic reviews carried out. Practical implications – Practical implications for more targeted Green Marketing, and better understanding of Green Consumer´s drivers and barriers, as well as their willingness to pay (WTP) for green products and services. Originality – A mapping of all the corners of the attitude-behaviour gap of the topics described above, as well as a first approach of an integrated model with conflicting conclusions.
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