Green marketing in Central Europe: Consumer perceptions and purchase intentions between 2010 to 2023

This study investigates the evolution of green marketing in Central Europe, emphasizing consumer perceptions and purchase intentions from 2010 to 2023. It explores the impact of economic and social transformations in countries like Poland, Czech Republic, Hungary, Slovakia, and Austria, focusing on the growing prominence of sustainability in consumer behavior. By employing a mixed-method approach, the research examines how green marketing strategies, such as eco-labeling and corporate social responsibility initiatives, influence consumer attitudes and purchasing decisions. The study also identifies key drivers shaping environmentally conscious behavior, including trust, transparency, and perceived social and environmental benefits. The findings underscore the critical role of policies, economic incentives, and cultural dynamics in fostering sustainable consumption. This research provides actionable insights for businesses and policymakers aiming to align with the region’s sustainability goals while addressing broader environmental challenges. Through a blend of quantitative data and qualitative interviews, it contributes to the theoretical and practical understanding of green marketing’s trajectory, offering a roadmap for effectively engaging with eco-conscious consumers in Central Europe.