Surveying of Importance of Green Marketing Compared Purchase Budget and Preferred Brand when Buying by AHP Method

Mahbubeh Esmaili,Seyede Fatemeh Fazeli

doi:10.5901/mjss.2015.v6n4p388

Abstract

Competition among green factories increased due to significant changes in demand for green products. Current project has been done to make a comprehensive comparison between green marketing mix, with common factors influencing purchase decision of consumers, such as purchase budget, and brand preference. The participants of the present study were all citizens of Shiraz city. By using Krejcie and Morgan table and casual method, the researchers selected a population of 384 with respect to the proportional size of eleven municipality region of Shiraz. Decision tree of this project designed based on theoretical studies on green marketing mix, and consumer buy green. Based on this, we designed questioner paired comparison, and then data have been collected. Analytic Hierarchy Process (Super Decision) was used to analyze the data. Therefore, statistical analysis showed that all the elements of marketing mix showed priority to purchase budget, and brand preference. These data also showed a priority of consumer are, green products, green price, the green activities promote, green distribution, purchase budget, and brand preference. DOI: 10.5901/mjss.2015.v6n4p388

Highlights

Nowadays, environment is a vital and inseparable factor from human activity, ranging from politics, economy, security, culture, etc
In the early years, introducing the concept of green marketing with increasing criticism and environmental action groups, people to their environment, ended resources and efficient use of them according to the needs of future generation, found greater awareness and in this regard, approach green consumption was greater popularity among the population
The main objective of this study was to determine the importance of green marketing to customers when they purchase decision is the budget and preference

Summary

Introduction

Environment is a vital and inseparable factor from human activity, ranging from politics, economy, security, culture, etc. In the early years, introducing the concept of green marketing with increasing criticism and environmental action groups, people to their environment, ended resources and efficient use of them according to the needs of future generation, found greater awareness and in this regard, approach green consumption was greater popularity among the population. The logic of this approach is preventing harm to the environment and economic activities by reducing the production and consumption (haghighi & khalili, 2011)

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Methods

Results

Conclusion