Factors Influencing Green Purchase Behavior of Consumers in Budapest City

Nguyen Do Dat (2025) Factors Influencing Green Purchase Behavior of Consumers in Budapest City. Külkereskedelmi Kar.

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Absztrakt (kivonat)

In recent years, there has been a noticeable shift in consumer behavior toward sustainability, with an increasing number of consumers opting for eco-friendly products. This shift is particularly evident in urban areas like Budapest, where awareness of environmental issues is growing. Understanding the factors that influence green purchase behavior is crucial for both businesses and policymakers. The Theory of Planned Behavior (TPB) offers a solid framework for exploring the psychological factors that affect individuals' intentions and actions. In addition to the TPB constructs—attitudes, subjective norms, and perceived behavioral control—factors such as price sensitivity and perceived value also play a significant role in influencing green purchasing decisions in Budapest. Attitudes toward environmental sustainability are a key determinant of green purchase behavior in Budapest. According to TPB, attitudes reflect an individual's positive or negative evaluations of performing a behavior. Consumers who hold positive attitudes toward sustainability are more likely to buy green products, as they perceive these purchases as aligned with their values. In Budapest, there is an increasing emphasis on sustainable living, with more consumers expressing concern about environmental degradation, waste management, and the carbon footprint of products. As a result, individuals who value environmental protection are more inclined to purchase eco-friendly products that contribute to these goals. Another important TPB construct influencing green purchasing behavior is subjective norms, which refer to the perceived social pressure to perform or not perform a behavior. In the context of Budapest, where environmental issues are frequently discussed in the media and are part of public policy debates, subjective norms are likely to encourage consumers to adopt more sustainable practices. Social influence from family, friends, or peers can significantly shape purchasing decisions. As more people in Budapest embrace green lifestyles, it becomes increasingly normative to engage in eco-friendly purchasing behaviors. Additionally, businesses that promote sustainability and environmentally friendly practices further enhance the social pressure to act responsibly. Perceived behavioral control is a third key component of TPB, which refers to the ease or difficulty an individual perceives in performing a behavior. In the case of green purchasing, perceived behavioral control involves factors like accessibility, affordability, and knowledge about sustainable alternatives. While Budapest has a growing number of eco-friendly products available in the market, price sensitivity remains a significant concern for many consumers. Those who perceive green products as too expensive or difficult to obtain may feel they lack the control to make green purchases, despite their willingness to do so. Thus, increasing the availability of affordable and accessible eco-friendly products is crucial for enhancing consumers' perceived control over their sustainable purchase decisions. In addition to the core TPB constructs, price sensitivity plays a vital role in shaping green purchase behavior. Price sensitivity refers to the extent to which price influences a consumer's purchasing decisions. Many consumers in Budapest, like elsewhere, may be inclined to choose cheaper, conventional alternatives over green products if they perceive them as more expensive. To counter this, businesses and policymakers can focus on making green products more affordable and ensuring that consumers understand the long-term value of sustainable choices. Price incentives, discounts, and subsidies for environmentally friendly products can help lower barriers and encourage more sustainable consumption. Perceived value is another crucial factor influencing green purchase behavior in Budapest. Perceived value refers to the consumer's assessment of the benefits they receive from a product in relation to the cost they incur. If consumers perceive eco-friendly products as offering significant value in terms of quality, durability, or environmental impact, they are more likely to purchase them. For instance, consumers who see green products as more durable or cost-effective in the long term may be more willing to invest in them despite a higher initial price. Enhancing the perceived value of sustainable products through education and marketing can play a crucial role in influencing green purchasing decisions. In conclusion, the green purchase behavior of consumers in Budapest is influenced by a combination of factors grounded in the Theory of Planned Behavior (TPB), including attitudes, subjective norms, and perceived behavioral control. Additionally, price sensitivity and perceived value play significant roles in determining whether consumers choose to purchase eco-friendly products. To promote green purchasing behavior, it is essential for businesses and policymakers to address these factors by making sustainable products more accessible, affordable, and valuable to consumers. By doing so, they can create a conducive environment for more sustainable consumption patterns in Budapest.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Gazdaságtan Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	behaviorizmus, Budapest, Consumer behavior, Európai Unió, fenntarthatóság, fogyasztói magatartás, sustainability, zöld marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:25
Utolsó módosítás:	2025. Okt. 27. 14:25

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