Investigating the Mixed Effect of Green Marketing on the Decision of Green Buying Consumers (Case Study: Consumers of Mihan Company’s Dairy Products in Arak)
Sara Narimanfar 1 * , Kiyana Hatam Nezhad 1
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1 Islamic Azad University, IRAN* Corresponding Author


Green marketing or the environment includes all activities that produce and facilitate any currency exchanged for the meeting of human needs and wants designed to satisfy these needs and wants with the least harmful impact on the natural environment. The present study aims to examine consumers’ attitudes towards the mix of green marketing and its effect on decision-making. Based on this, a sample consisting of 385 consumers of dairy products of the mentioned company was selected and examined in Arak city by the stratified random method according to the volume of each class. The conceptual model of the research was designed based on the theoretical studies of green marketing and consumer buying, and based on it, a questionnaire was created, and the data were collected. Based on the results, green products did not significantly affect consumer green purchase. On the other hand, the green marketing mix reflects 69% of consumer change in green purchases. Finally, each of the dimensions of advertising (0.49), distribution (0.25), and the price of the market mix Green (0.28) has a positive and significant effect on the green purchase of the consumer. In contrast, the green product has a negative and insignificant impact on the green purchase of consumers.


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Article Type: Research Article

EUR J SUSTAIN DEV RES, Volume 6, Issue 1, 2022, Article No: em0178

Publication date: 14 Jan 2022

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