A study on the effect of green marketing on consumers’ purchasing intention

During the past two decades, there have been significant damages on environment such as ozone layer depletion, global warming effects, etc. and people are getting more concerned about taking necessary actions to help environment. The purpose of this paper is to study the effect of green marketing on...

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Bibliographic Details
Main Authors: Mehdy Fallah, Mohammad Reza Ebrahimi
Format: Article
Language:English
Published: Growing Science 2014-03-01
Series:Management Science Letters
Subjects:
Online Access:http://www.growingscience.com/msl/Vol4/msl_2014_30.pdf
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spelling doaj-3666aeb76f85410880b4e0db3b8244ed2020-11-24T23:25:18ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-03-014342142410.5267/j.msl.2014.1.030A study on the effect of green marketing on consumers’ purchasing intentionMehdy FallahMohammad Reza Ebrahimi During the past two decades, there have been significant damages on environment such as ozone layer depletion, global warming effects, etc. and people are getting more concerned about taking necessary actions to help environment. The purpose of this paper is to study the effect of green marketing on consumers’ purchasing intention in dairy industry. The proposed study designs a questionnaire and distributes it among 154 randomly selected people who purchase dairy products in four different regions of city of Babol, located in north region of Iran. Using structural equation modeling, the study has detected that green marketing influences on consumers’ purchasing intention, positively.http://www.growingscience.com/msl/Vol4/msl_2014_30.pdfGreen ManagementConsumers’ purchasing intention
collection DOAJ
language English
format Article
sources DOAJ
author Mehdy Fallah
Mohammad Reza Ebrahimi
spellingShingle Mehdy Fallah
Mohammad Reza Ebrahimi
A study on the effect of green marketing on consumers’ purchasing intention
Management Science Letters
Green Management
Consumers’ purchasing intention
author_facet Mehdy Fallah
Mohammad Reza Ebrahimi
author_sort Mehdy Fallah
title A study on the effect of green marketing on consumers’ purchasing intention
title_short A study on the effect of green marketing on consumers’ purchasing intention
title_full A study on the effect of green marketing on consumers’ purchasing intention
title_fullStr A study on the effect of green marketing on consumers’ purchasing intention
title_full_unstemmed A study on the effect of green marketing on consumers’ purchasing intention
title_sort study on the effect of green marketing on consumers’ purchasing intention
publisher Growing Science
series Management Science Letters
issn 1923-2934
1923-9343
publishDate 2014-03-01
description During the past two decades, there have been significant damages on environment such as ozone layer depletion, global warming effects, etc. and people are getting more concerned about taking necessary actions to help environment. The purpose of this paper is to study the effect of green marketing on consumers’ purchasing intention in dairy industry. The proposed study designs a questionnaire and distributes it among 154 randomly selected people who purchase dairy products in four different regions of city of Babol, located in north region of Iran. Using structural equation modeling, the study has detected that green marketing influences on consumers’ purchasing intention, positively.
topic Green Management
Consumers’ purchasing intention
url http://www.growingscience.com/msl/Vol4/msl_2014_30.pdf
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