An analysis of the green response of consumers to the environmentally friendly behaviour of corporations

Document Type : Research Paper


1 Faculty of Economics, Management & Social Sciences, Shiraz University, Shiraz, Iran.

2 Faculty of Economics, Management & Social Sciences, Shiraz University, Shiraz, Iran

3 Faculty of Economic & Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran


Nowadays, paying attention to the environmental needs and desires of consumers
and trying to satisfy them by designing marketing activities in an environmentally
friendly way, is the best way to increase their satisfaction and finally, gain
competitive advantage. Prior research has paid much attention to the consumer
behavior and marketing activities of corporate organizations, but none has studied
them in the area of green or environmental aspects. This study aims to fill this
research gap. To do so, a sample consisting of 385 consumers of dairy food products
in nine areas of Shiraz were selected and surveyed by stratified random method.
Also, structural equation modeling (SEM) was used to test hypotheses and it was
found that green promotion and green price, respectively, have a significant and
positive impact on consumer green satisfaction; whereas the green placement and
the green product had not affected consumer green satisfaction. Further, it was
revealed that the green satisfaction has a significant and positive impact on
consumer green loyalty and word of mouth, respectively.


Main Subjects

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