چکیده:
Nowadays, paying attention to the environmental needs and desires of consumersand trying to satisfy them by designing marketing activities in an environmentallyfriendly way, is the best way to increase their satisfaction and finally, gaincompetitive advantage. Prior research has paid much attention to the consumerbehavior and marketing activities of corporate organizations, but none has studiedthem in the area of green or environmental aspects. This study aims to fill thisresearch gap. To do so, a sample consisting of 385 consumers of dairy food productsin nine areas of Shiraz were selected and surveyed by stratified random method.Also, structural equation modeling (SEM) was used to test hypotheses and it wasfound that green promotion and green price, respectively, have a significant andpositive impact on consumer green satisfaction; whereas the green placement andthe green product had not affected consumer green satisfaction. Further, it wasrevealed that the green satisfaction has a significant and positive impact onconsumer green loyalty and word of mouth, respectively.
خلاصه ماشینی:
Among these are concerns such as: developing offerings that conserve energy and other natural resources in their production process; creating advertisements and other promotional messages that accurately reflect a company’s commitment to the environment, setting prices for green products that balance consumers’ sensitivity to cost against their willingness to pay more for environmental safety; reducing pollutants and conserving resources in the transportation of products to the market; and a host of other marketing-related decisions (Grove et al.
According to research, 70% of consumers have expressed that their purchasing decisions are influenced by environmental messages in advertising (Chase & Smith, 1992).
This concept is defined by the following criterion: Customer sensed that consumption fulfilled any need, goal, and desire about environmental or green concerns (Chen, 2010; Chang & Fong, 2010).
Conceptual model and research hypothesis With the prevailing environmental consciousness of consumers and strict international regulations related to environmental protection, corporate organizations can undertake green marketing activities to investigate consumers’ green attitudes and behaviors (Chang and Fong, 2010).
Considering the research hypotheses, the conceptual model of this study, is as presented below: Green Placement H1 Green Product H2 H3 Green Promotion H4 Green Price Green Satisfaction Green Loyalty H5 H6 WOM Advertising Fig. 1.
Measurement tool Constructs Number of items Green marketing mix Green product Green promotion Green placement Green pricing is made of materials that can be recycled (Schlegelmilch et al, 1996, Dangelico & Pontrandolfo, 2010; Chen & Chai, 2010) And is produced in an environmentally friendly 4 process (Gurau & Ranchhod, 2005, Mahenc, 2008, Polonsky & Rosenberger, 2001).