Browsing by Author "Shcherbakova, Sophi"
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- Exploring sustainable consumer behavior among young adults: a comparative study between Georgia and PortugalPublication . Shcherbakova, Sophi; Fernandes, Paula; Mamulaidze, TamtaThis study investigates how different factors influence the decisions of 18- to 35-year-old consumers toward sustainability in Georgia and Portugal. It examines the various elements that shape sustainable consumer behavior, including education, government support, cultural values, and trust in green marketing. Sustainability has become a global priority, and recent research suggests that consumer behavior toward sustainable products is strongly influenced by the effectiveness of green marketing especially when it aligns with consumer values on environmental responsibility. Georgia is promoting green growth through initiatives like the Batumi Initiative on Green Economy (BIGE), which supports sustainable practices in agriculture, tourism, and small businesses. In Portugal, sustainable consumerism continues to grow, supported by public awareness and targeted green marketing strategies. Using a mixed-methods approach combining survey responses from 261 participants and 14 semistructured interviews, the study found that while both Georgian and Portuguese youth show interest in sustainable choices, Portuguese respondents were more likely to trust green marketing, actively seek sustainability information, and perceive government support more positively. In contrast, Georgian participants expressed greater levels of skepticism and obstacles related to price and product accessibility. Education was recognized as an important influence in cultivating favorable attitudes toward sustainability in both contexts. These results offer practical ideas for firms and policymakers looking to encourage more sustainable consumption habits in both nations.