Green Marketing and its Influence on Consumer Perception in Panama City
DOI:
https://doi.org/10.56368/Entrelineas511Keywords:
green marketing, greenwashing, purchase readiness, consumer perception-PanamaAbstract
The study aimed to analyze the perception of Panama City consumers regarding green marketing practices and their influence on their purchasing decisions. A sequential explanatory mixed-methods design was used, applying a questionnaire to 200 urban consumers in 2025, supplemented by a document analysis. The results showed a favorable attitude toward sustainability and a high value placed on the ecological attribute (67% consider it decisive). However, skepticism persists toward corporate claims (68.5% distrust greenwashing), and a gap between attitude and behavior is marked by a rejection of premium pricing (70.4%). The influence of green marketing is moderate (ρ = 0.42) and is highly conditioned by economic and credibility barriers. The study concludes that Panamanian consumers are critical and value sustainability, but their conversion into green buyers requires strategies that prioritize verifiable transparency, applied education, and mitigation of the perceived economic penalty.
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