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Analysis of Green Marketing Mix Impact on Consumer Buying Behavior
| Content Provider | Semantic Scholar |
|---|---|
| Author | Ashoorvan, Morad |
| Copyright Year | 2014 |
| Abstract | Green marketing, green marketing mix, green product, consumer buying decision, green buying behavior, environmental standards, energy label Objective: This study examined the effects of green marketing mix on consumers buying decision process energy efficient appliances containing energy label. Statistical population of this study was buyers and consumers of Lar city. Method: Sampling method in this population was random and a sample of 68 individuals, decision makers for buying, were selected and analyzed. Therefore, in this study, after stating goals and significance of their search objectives and raising related questions, the theoretical and research bases of green marketing and consumer buying decision process were discussed, and also the acceptance criteria of green production and environmental standards studied and energy label was introduced. In order to examine the four elements of green marketing mix (green product, green price, green distribution, green promotion) and the impact of these elements on decision-making process of consumers buying, and after collecting the data by distributing questionnaires SPSS software was used to measure and analyze the variables. Findings: At the end, it was specified that the most influence belongs to green product, also the impact of each green marketing mix characteristics on buying decisions was determined. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.aensiweb.com/old/jasa/rjfh/2014/1704-1711.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
