BUYING MOTIVES OF GREEN CUSTOMER IN AUTOMOTIVE INDUSTRY
(STEF92 Technology, 2017, J. Pekarek, D. Schuller)
Show more
This paper deals with the nature of understanding the term green customer in automotive industry. There has been confusion between purported meanings of this term by different groups of people. The green customer shall be defined on the basis of his motivation that ultimately drives his purchasing behaviour. However, this term is often misinterpreted. The definitions of different groups of people are developed in this paper. Logical implications together with empirical validation are applied to test their validity...
