Conclusions and theoretical and managerial implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| Environmental attitude and awareness are the important influential factors in green purchasing behavior | These psychological and cognitive factors are crucial in making eco-friendly decisions. Therefore, the businesses can be an effective strategy to promote sustainable consumption, leading to a market more oriented towards green products |
| Green advertising has a direct impact on the green purchasing behavior of Ecuadorian millennials. In addition, attitude and environmental awareness mediate this relationship | This finding strengthens theories on the influence of communication and marketing on sustainability. Therefore, companies need to design marketing campaigns that not only promote eco-friendly products but also educate consumers about environmental benefits |
| Eco-labels do not directly influence green purchasing behavior, but have influence trough mediator effect of environmental attitude and awareness | This finding challenges the notion that eco-labels alone are sufficient to influence consumer behavior. Therefore, businesses should complement labeling strategies and maximize the impact of eco-labels |
| Conclusions | Theoretical and managerial implications |
|---|---|
| Environmental attitude and awareness are the important influential factors in green purchasing behavior | These psychological and cognitive factors are crucial in making eco-friendly decisions. Therefore, the businesses can be an effective strategy to promote sustainable consumption, leading to a market more oriented towards green products |
| Green advertising has a direct impact on the green purchasing behavior of Ecuadorian millennials. In addition, attitude and environmental awareness mediate this relationship | This finding strengthens theories on the influence of communication and marketing on sustainability. Therefore, companies need to design marketing campaigns that not only promote eco-friendly products but also educate consumers about environmental benefits |
| Eco-labels do not directly influence green purchasing behavior, but have influence trough mediator effect of environmental attitude and awareness | This finding challenges the notion that eco-labels alone are sufficient to influence consumer behavior. Therefore, businesses should complement labeling strategies and maximize the impact of eco-labels |
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