INVESTIGATING THE EFFECT OF GREEN MARKETING MIX ON GREEN PURCHASE DECISION OF CONSUMERS WITH A CASE STUDY ON CONSUMERS OF SHIRAZ PEGAH DAIRY COMPANY

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RANAEI KORDSHOOLI HABIBOLLAH; ALLAHYARI BOUZANJANI AHMAD

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Journal: New Marketing Research Journal Year:2012 | Volume:2 | Issue:2 (5) Page(s): 165-180

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Title

INVESTIGATING THE EFFECT OF GREEN MARKETING MIX ON GREEN PURCHASE DECISION OF CONSUMERS WITH A CASE STUDY ON CONSUMERS OF SHIRAZ PEGAH DAIRY COMPANY

Author(s)

RANAEI KORDSHOOLI HABIBOLLAH | ALLAHYARI BOUZANJANI AHMAD | Issue Writer Certificate

Keywords

GREEN MARKETINGQ2

GREEN MARKETING MIXQ2

GREEN PURCHASE DECISIONQ2

Abstract

The aim of this study is to investigate the consumer's attitude toward GREEN MARKETING mix of products at Pagah Dairy Company and its effect on GREEN PURCHASE DECISION of consumers. For this purpose, a sample of 385 consumers of the company has been selected using stratified random method in nine areas of Shiraz. By studying the theoretical basis of GREEN MARKETING mix and GREEN PURCHASE DECISION, the conceptual model and questionnaire have been designed and developed and data has been collected. Finally, Structural Equation Modeling (SEM) has been used to examine hypotheses. Findings imply that each aspect of advertising, distribution and price of GREEN MARKETING mix has significant and positive influence on consumer's GREEN PURCHASE DECISION, while the green product has non-significant and negative influence on consumer's GREEN PURCHASE DECISION.

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APA: Copy

RANAEI KORDSHOOLI, HABIBOLLAH, & ALLAHYARI BOUZANJANI, AHMAD. (2012). INVESTIGATING THE EFFECT OF GREEN MARKETING MIX ON GREEN PURCHASE DECISION OF CONSUMERS WITH A CASE STUDY ON CONSUMERS OF SHIRAZ PEGAH DAIRY COMPANY. NEW MARKETING RESEARCH JOURNAL, 2(2 (5)), 165-180. SID. https://sid.ir/paper/194651/en

Vancouver: Copy

RANAEI KORDSHOOLI HABIBOLLAH, ALLAHYARI BOUZANJANI AHMAD. INVESTIGATING THE EFFECT OF GREEN MARKETING MIX ON GREEN PURCHASE DECISION OF CONSUMERS WITH A CASE STUDY ON CONSUMERS OF SHIRAZ PEGAH DAIRY COMPANY. NEW MARKETING RESEARCH JOURNAL[Internet]. 2012;2(2 (5)):165-180. Available from: https://sid.ir/paper/194651/en

IEEE: Copy

HABIBOLLAH RANAEI KORDSHOOLI, and AHMAD ALLAHYARI BOUZANJANI, “INVESTIGATING THE EFFECT OF GREEN MARKETING MIX ON GREEN PURCHASE DECISION OF CONSUMERS WITH A CASE STUDY ON CONSUMERS OF SHIRAZ PEGAH DAIRY COMPANY,” NEW MARKETING RESEARCH JOURNAL, vol. 2, no. 2 (5), pp. 165–180, 2012, [Online]. Available: https://sid.ir/paper/194651/en

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