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The concept of green consumption is becoming increasingly important as climate change and sustainable development principles influence both individual consumer behaviour and business strategies. However, given the growing awareness of environmental challenges, green purchasing is still limited. Although consumers often claim to want to buy green products, their actual behaviour often differs from the declared values. This paper presents the findings of a study which aims to analyse the main factors hindering consu...

Green growth is defined as a way in which the economy can continue to grow while ensuring the preservation of natural resources for the future. The concept of a green economy, which focuses on economic growth while preserving the natural capacity for renewal, has become a central element of sustainable development policy. The development of a green economy is not limited to energy and infrastructure, but affects all economic development processes, including business communication and market processes. One of these...