Effect of green marketing on consumer purchase behavior | Zendy

Narges Delafrooz | Zendy; Mohammad Taleghani | Zendy; Bahareh Nouri | Zendy

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Effect of green marketing on consumer purchase behavior

Author(s) -

Narges Delafrooz,

Mohammad Taleghani,

Bahareh Nouri

Publication year - 2014

Publication title -

qscience connect

Language(s) - English

Resource type - Journals

ISSN - 2223-506X

DOI - 10.5339/connect.2014.5

Subject(s) - marketing , advertising , cluster sampling , purchasing , sample (material) , sampling (signal processing) , business , green marketing , geography , engineering , sociology , demography , population , chemistry , filter (signal processing) , chromatography , electrical engineering

In recent years, concern about the environment has been highlighted in many areas of life. Our limited resources are damaged, the future of human life disturbs this planet, thus leaders and thinkers have to create a solution. The influence of green marketing tools have been analysed in this study, namely the eco-label, eco-brand and environmental advertisement. The sampling used was available cluster sampling. Tehran city is divided into four parts, North, South, East and West. The western and northern areas of the city were selected and we distributed our questionnaire. The sample size was 384 people. Formulae and data was analysed using the Spearman correlation test and multiple regression analysis. The results show that environmental advertisement had the most significant effect on consumer purchasing behavior and eco-brand had the least effect.

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