Can we go green and be sustainable? Examining sustainable purchase behavior and green marketing of alcohol-free drinks

Abstract

Greenhouse emissions have continued to degrade the ecosystem, while fast-paced production and consumption patterns of producers and consumers, respectively, are not helping to attain a safe and healthy environment. This study examines the influence of green marketing for alcohol-free drinks on consumers' sustainable purchase behavior. A cross-sectional survey was used, with 345 valid respondents included in the analysis. Multiple regression was adopted in the analysis. The findings revealed that green product, green price, green place (distribution/square), and green promotion significantly influence sustainable purchase behavior, with green product exerting the greatest effect, thereby buttressing the importance of environmental consciousness in production and the need to adjust to sustainable consumption behavior. The implication is the need for strategic communication and the use of celebrity endorsement to facilitate a paradigm shift toward a practice that aligns with sustainable development – sustainable production and consumption. Therefore, policy-driven development of a sustainability education curriculum is recommended to re-engineer the minds of young consumers, thereby facilitating the creation of support groups for sustainability and the conscious purchase of sustainable products.