文章基本信息

标题：Attitude Formation Towards Local and International Ecological Face and Body Care Brands Among Lithuanian Female Consumers
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作者：Indrė Pikturnienė ; Aistė Mackelaitė
期刊名称：Organizations and Markets in Emerging Economies
印刷版ISSN：2029-4581
出版年度：2013
卷号：4
期号：1
页码：23-42
DOI：10.15388/omee.2013.4.1.14257
出版社：Vilnius University
摘要：Current environmental trends in production and marketing resulted in a close-loop situation, when on the one hand consumers demand environmentally friendly and ecological products and are ready to pay price premiums for them, on the other hand, marketers explore usage of environmentally friendly brands and labels as a competitive advantage. Both local and international brands compete in the market of ecological products. However, consumer propensity to purchase ecological brands differs, as this variable can be a function of a number of factors. The paper analyses the impact of consumer values, perceived environmental knowledge and pro-environmental concern on consumer attitudes towards ecological brands (local or international), and the influence of consumer attitude elements on intention to purchase local vs. foreign ecological brands in the industry of face and body care. Lithuanian women were polled to determine the relationship of these variables. The results indicate that the attitude towards an ecological product is related to the value of a sense of belonging and pro-environmental concern; intention to purchase a local brand is predicted by the attitude towards the local brand only, whereas intention to purchase an international brand is predicted by the attitude towards an international and ecological brand, and negatively correlates with the attitude towards a local brand.
关键词：attitude towards an ecological brand; pro-environmental concern; perceived environmen- tal knowledge; local vs. international brand; Theory of Planned Behavior.