Abstract
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.
Highlights
Environmental pollution caused by human production and consumption is one of the issues that have been repeatedly recognized as a threat to human beings by organizations active in this field
Society and statistical sample of research the statistical population of the present study is all consumers of dairy products of the Mihan Company in Arak city
The effect of green product on consumer green purchase is (-0.04) and given that its significance number (-0.63) is greater than (-1.96), the first hypothesis of the research is rejected
Summary
Environmental pollution caused by human production and consumption is one of the issues that have been repeatedly recognized as a threat to human beings by organizations active in this field. Some industries have taken steps to reduce the final effects on the environment by taking action These include green marketing or environmental friendliness; Environmental and natural development of marketing activities, using the role of ecological/social responsibility of companies for sustainable development (Cao, 2011). In these measures, companies must do their part in producing, distributing, advertising, and pricing products. While minimizing environmental damage leads consumers to environmentally friendly behavior (Nakhaei and Kheiri, 2012). These actions and their consequences have been studied in this study
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