Marija Nikolić

University of Mediterranean, Montenegro


The research, “The impact of the application of green marketing on the behavior of consumers in Montenegro” deals with the behavior of consumers in Montenegro according to modern marketing trends. This research seeks to answer the question of whether the application of green marketing affects consumer confidence in Montenegro? The methodological framework of this research was conducted on a sample of 117 randomly selected respondents. The data were processed with the SPSS statistical program. The main hypothesis of this research is, “The level of application of the concept of green marketing significantly affects consumer confidence in Montenegro. “The research “Impact of the application of green marketing on consumer behavior in Montenegro” seeks to contribute to the understanding of consumers and their habits in our environment. This research has shown that consumers in Montenegro are environmentally aware in significant numbers and according to their own claims, the concept of green marketing has an impact on consumer confidence in Montenegro. The research showed that gender as a demographic variable does not play a significant role in consumer trust in the concept of green marketing, but that members of both genders buy and consume ecological products to a similar extent and see their importance for health and the environment. The research also shows that age and the household’s monthly cash income have a statistically significant effect on consumer behavior, as well as awareness of the importance of ecological products. This research also shows that household income has the greatest influence on the purchase of ecological products. The above indicates a high correlation between the purchase of ecological products and consumers with high monthly household incomes. That consumer behavior was influenced by the concept of green marketing is indicated by the fact that emerged from the research, that 65 percent of all respondents rated themselves as environmentally conscious.

Keywords: Symposium, green marketing, consumer behavior, Montenegro

Volume 9, No.1 (2024): April

ISSN 2661-2666 (Online) International Scientific Journal Monte (ISJM)
ISSN 2661-264X (Print)

DOI : 10.33807/monte.20243095


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