Green Marketing and Culture: Understanding Hispanic Consumers’ Sustainable Purchase Intentions

Authors

Santiago Reyes, Florida State UniversityFollow
Sindy Chapa, Florida State UniversityFollow

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.

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