A new project Green Purchase Intentions: The Role of Theory of Planned Behavior, Ecological Concern, and Demographic Factors (GreenCB), led by a team of researchers from the Faculty of Business and Administration (FBA) and funded by the Ministry of Science, Higher Education and Youth - Canton Sarajevo, seeks to investigate the role of different factors in green purchase intentions among consumers from Sarajevo Canton. This research will provide valuable insights into how sustainable consumption can be encouraged within the community and help local companies align their strategies with growing green consumer demand.
The project is led by Asst. Prof. Dr. Hamza Smajić and Assoc. Prof. Dr. Šejma Aydin, alongside a dedicated team including PhD candidate Ms. Amila Ahmethodžić, MA candidate Lamija Tanović, and BA students Selma Krivokapa and Hanan Babić. The primary goal is to explore the green purchase intentions among consumers in the Sarajevo Canton, using the framework of the Theory of Planned Behavior, environmental concern, and demographic factors.
In an era where sustainability is increasingly at the forefront of global discourse, understanding what drives consumers to choose green products is more critical than ever. The research will rely on a comprehensive quantitative approach, involving a survey of 800 citizens to gather insights into the factors shaping their green purchase intentions.
The project aims to contribute to Sustainable Development Goals (SDGs) 12 and 13, which focus on sustainable consumption, production, and climate protection. The findings will not only raise awareness among consumers about the importance of environmentally responsible choices but also offer valuable recommendations for businesses on how to foster green consumer behavior. By aligning business practices with sustainability, companies can better meet the demand for eco-friendly products and play a significant role in protecting the planet.
Through this research, the GreenCB team hopes to spark a shift towards more sustainable consumption habits, promoting a greener, more sustainable future for Sarajevo Canton and beyond.
