BRAND IMAGE, IMPACT OF QUALITY, AND ECO-ATTITUDES: A STUDY ON POST-INDUSTRIAL AND POST-CONSUMER PLASTICS IN SUSTAINABLE PURCHASING IN HUNGARY

The rising importance of sustainability has prompted companies to integrate recycled plastics into their products to enhance environmental responsibility and appeal to eco-conscious consumers.This study investigates the differences between post-industrial and post-consumer plastic recycling, with a focus on how these influence product quality and consumer perceptions in Hungary.A mixed-method approach was applied, combining a structured literature review with a quantitative survey conducted among Hungarian consumers.The study examines how environmental awareness, perceptions of recycled product quality, and brand image influence consumer attitudes and purchasing behavior.Results show that product quality and durability are the most important factors influencing consumer trust and purchase behavior, while brand image plays a less significant role.A strong positive correlation was found between eco-consciousness and the frequency of purchasing recycled products.The findings highlight the need for high-quality recycled materials and support the alignment of green branding with evolving consumer expectations.