Surveying the impact of green product on consumers buying decision process: Case study of consumers of energy saving bulbs 2266-2270, 21 June, 2013DOI: 10.5897/AJBM11.3025

Abstract

Dynamic economy leads to consuming more natural fuel, which has negative effect on the environment. Traditional marketing overemphasizes customers' wants and does not consider social welfare and environmental problems. Consequently, these limitations lead to green marketing. Moreover, there are different kinds of researches on this matter. This paper has been handled with the purpose of surveying the impact of green products, as one of the most important green marketing mix elements on buying decision process of energy saving bulb consumers. Statistical population in this research has been chosen from Hamadan by cluster sampling, in three municipality areas of Hamadan with 400 samples consisting of family decision makers. Data were collected by questionnaire and interview, and analyzed by descriptive and deductive statistical methods. Finally, it was defined that there is a significant direct relationship between green products and consumers’ buying decision process; furthermore, green product elements were classified, and it was specified that among effective features of energy saving bulb on buying decision process, being ‘economical and long lifetime’ has the highest significance.   Key words: Green marketing, green marketing mix, green product, consumers’ buying decision process.