Directing Consumers Behavior Toward the Adoption Of Eco Friendly Products: A Survey of economics faculty students at Ouargla university (UKMO)

Abstract

Recent decades have undergone a positive and noticeable growth in attitudes and knowledge among consumers who are Environmentally sensitive. under that, consumers behavior has a directly affects the values and beliefs, which is related to green buying. This study aims to examine the influence of key variables such as Environmental Knowledge, Eco labeling, and Green advertising, green pricing on the consumer behavior for adopting eco products. Additionally, unlike former studies, the current study explores The effect of the general consumption environment on green buying behavior. Data was collected by survey from 400 students, the sample covers a variety of economics department (students of Master 1 and 2.). The survey generated 363 usable questionnaires – a response rate of over 90.75%., The survey data were examined and interpreted using the SPSS (version 25.0, IBM Corp., 2017). The results of study showed that Green advertising (GA) and green Pricing (GP) are the major factors that affect the consumers behavior (CB) of the students. Environmental knowledge (EK) and Eco Labeling (EL) also have a significant and positive impact on the consumers behavior (CB). It could also be noted that the demographic variables (gender, age, Buying Frequency, and monthly income) had no effect on the behavior of students, as they have sufficient knowledge of environmental problems and are very willing to pay for environmentally friendly products.