Green products and consumer behaviour in Albania

Abstract

Due to the increasing of environmental awareness, consumers nowadays tend to pay more attention to the safety of personal care items and products that claim to offer environmental benefits. Over the years, both consumers awareness and consumers attitudes towards sustainable or “green” brands have increased significantly.The purpose of this thesis is to affirm this conclusion reached by the authors of scientific articles for Albania as a case study. From the questionnaire conducted online with 268 participants, in the beginning of the analyses we concluded that Albanian consumers have information and knowledge regarding the term “green” products, also some of them are users of these products and prefer them compared to traditional products as a result of greater quality and bigger benefits. But by the end of the analysis, we saw that despite the qualities highlighted and pointed out by participating consumers, and the possible reasons for using green products, their behaviour does not comply with these thoughtsof theirs. What is most important during this research is the low exposure of green products or brands in Albania, creating major constraints on finding and disposing of these products for the Albanian consumer.