Building the ecological behavior of Romanian consumers: A case study of social organizations' involvement in society
2011
Serban, C. (Academy of Economic Studies, Bucharest (Romania). Dept. of Marketing)
The paper emphasizes the importance of social organizations in creating ecological awareness of consumers, highlighting issues related to consumer's role in protecting the environment, the responsible use of natural resources and the need to involve consumers in social activities with ecological character. Starting from this study, the paper aimed to provide social organizations both an overview on how the environment issue was perceived in the society as well as a means of assessing the ecological activities carried out so far among the population of Romania. Results showed that there is a strong relationship between consumers' willingness to adopt a responsible ecological behavior and social organizations who initiated campaigns to address this issue. Practical implications of the research have also discussed.
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