A study on the effect of green marketing on consumers’ purchasing intention
作者: Mehdy FallahMohammad Reza Ebrahimi
刊名: Management Science Letters, 2014, Vol.4 (3), pp.421-424
来源数据库: Directory of Open Access Journals
DOI: 10.5267/j.msl.2014.1.030
关键词: Green ManagementConsumers’ purchasing intention
原始语种摘要: 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.
全文获取路径: DOAJ  (合作)
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关键词翻译
关键词翻译
  • intention 意图
  • purchasing 采购
  • marketing 市场学
  • concerned 有关
  • effect 效应
  • people 民族
  • study 学习
  • questionnaire 甸表
  • purchase 购买
  • getting 采煤