Effects of Corporate Environmental Initiatives on Consumer Attitudes and Purchase Intention

Nowadays, environmental pollution and climate change are socially significant as it has never been before. Consumers, especially Millennials and Generation Zs, are looking for more than transactional relationships with companies. The companies are under massive pressure from environmental and climate change, forcing business executives to change the approach of how business is conducted. This research aims to study the impact of green and sustainable corporate activities on Millennials and Generation Z’s Consumer Attitudes and Purchase Intention in Central Europe. Three independent methods were conducted for primary data collection: an online survey, semi-structured expert interviews, and experiment. The expert interviews and the results from the survey showed that a positive relationship between eco-brand and customers’ actual purchase behavior does exist, and it manifests in form of customers’ increased interest, trust, and loyalty to environmentally-friendly brands. Moreover, the quality of the products, transparency, and packaging has the biggest impact on customers’ purchase behavior. Finally, there is an eco-label bias towards the taste of eco-friendly products and people are biased to prefer coffee that has been labeled ‘eco-friendly’ over an identical non-labeled alternative.