Riassunto analitico
Abstract
The concept Green country-of-origin image has gained momentum in recent years as the degrading state of the environment has become a major concern. This research explores how a countries environmental image influences the purchasing decisions of consumers in another country(using Italy and UK as our reference points) specifically focusing on whether UK consumers view Italy as an eco-conscious country and how this perception affects their inclination to buy Italian goods. Although Italy is celebrated for its cultural legacy and premium products, the country’s reputation as a “green” nation is less established. This study seeks to clarify UK consumers' views on Italy's environmental responsibility and the role these views play in shaping their purchasing behavior.
Building on the concept of Country Image (CI)—the notion that consumers associate a country’s reputation with the quality and value of its products—this research extends the idea to focus on environmental perceptions, termed Green Country Image (GCOI). Using a quantitative survey methodology, this study gathers data from a broad UK sample to examine the factors that shape Italy's GCOI and how these perceptions impact consumers’ attitudes and buying decisions.
The outcomes of this research aim to enhance understanding of how environmental considerations influence consumer behavior in the country of origin context. The insights gained will be useful for Italian companies and marketers looking to align their product positioning with UK consumers’ heightened focus on sustainability. By understanding UK consumers’ perceptions of Italy’s environmental efforts, Italian businesses can adapt their marketing strategies to strengthen their appeal in the UK market. Policy makers can benefit from this explorative work too, gaining insights on the. importance to build a green image of italy.
Keywords: Green country-of-origin image, willigness to buy, environmental concern, attitude towards green products, perceived consumer effectiveness.
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