GREEN MARKETING IMPACT ON PERCEIVED BRAND VALUE IN DIFFERENT GENERATIONS
Keywords:environmental consciousness, green marketing, greenwashing, brand value, sustainability
In today's world, there is more and more discussions of high production and sales volumes and the abundant global consumption it generates. At the international level, environmental consciousness is beginning to escalate both among businesses and among ordinary consumers. Thus, to find out what marketing activities can help attract different consumers to build a green brand, the research problem arises: what impact does green marketing have on the perceived value of the brand by consumers? Research object: the impact of green marketing on the perception of the brand value of X and Y generation consumers in Lithuanian market. Research aim is to theoretically analyze the concept of green marketing, its components, development, and previous research on the impact of green marketing on the perceived brand value of consumers and to conduct an empirical study to develop green marketing mix recomendations making an impact on perceived brand value of X and Y generations in Lithuania. To achieve the set goals and test the set hypotheses, the research will use two research methods: a questionnaire survey and a semi-structured interview with green marketing experts and green business representatives. Three research hypotheses were made: price is the factor, influencing consumers of generation X more, than generation Y; generation Y consumers are more interested in green products; environmental awareness of brands has less influence on generation X than to generation Y.