AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
As sustainability becomes a central force in shaping consumer expectations, businesses increasingly rely on green marketing strategies to communicate environmental responsibility and influence purchasing behavior (Polonsky, 1994; Kuria, 2024). This study examines how environmental concern, attitudes toward cause-related marketing (CRM), and cultural values influence purchase intentions, and compares Hispanic and non-Hispanic consumers.
Copyright
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DOI
10.20429/amtp.2026.57
Recommended Citation
Reyes, Santiago and Chapa, Sindy, "Green Marketing and Culture: Understanding Hispanic Consumers’ Sustainable Purchase Intentions" (2026). AMTP Proceedings 2026. 57.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/57
