1887
Volume 2014, Issue 1
  • EISSN: 2223-506X

Abstract

In recent years, concern about the environment has been highlighted in many areas of life. Our limited resources are damaged, the future of human life disturbs this planet, thus leaders and thinkers have to create a solution. The influence of green marketing tools have been analysed in this study, namely the eco-label, eco-brand and environmental advertisement. The sampling used was available cluster sampling. Tehran city is divided into four parts, North, South, East and West. The western and northern areas of the city were selected and we distributed our questionnaire. The sample size was 384 people. Formulae and data was analysed using the Spearman correlation test and multiple regression analysis. The results show that environmental advertisement had the most significant effect on consumer purchasing behavior and eco-brand had the least effect.

Loading

Article metrics loading...

/content/journals/10.5339/connect.2014.5
2014-03-01
2024-10-14
Loading full text...

Full text loading...

/deliver/fulltext/connect/2014/1/connect.2014.5.html?itemId=/content/journals/10.5339/connect.2014.5&mimeType=html&fmt=ahah

References

  1. Alwitt LF, Pitts RE. Predicting purchase intentions for an environmentally sensitive product. J Consum Psychol. 1996; 5:1:4964.
    [Google Scholar]
  2. Rahbar E, Abdul Wahid N. Investigation of green marketing tools effect on consumers purchase behavior. Bus Strateg Series. 2011; 12:2:7383.
    [Google Scholar]
  3. Suplico LT. Impact of green marketing on the students purchase decision. J Int Bus Res. 2009; 8:2:7181.
    [Google Scholar]
  4. Lee K. Opportunities for green marketing: Young consumers. Market Intell Plann. 2008; 26:6:573586.
    [Google Scholar]
  5. Suchard HT, Polonski MJ. A theory of environmental buyer behavior and its validity: the environmental action-behavior model. In: Gilly MC, ed. Chicago, IL: American Marketing Association, AMA Summer Educators' Conference Proceedings 1991;:187201.
  6. Granzin KL, Olsen JE. Characterizing participants in activities protecting the environment: A focus on donating, recycling, and conservation behaviors. J Public Pol Mark. 1991; 10:2:127.
    [Google Scholar]
  7. Pickett GM, Kangun N, Grove SJ. An Examination of the Conserving Consumer: Implications for Public Policy Formation in Promoting Conservation Behavior. The Harvard Press 1994.
    [Google Scholar]
  8. Manrai LA, Manrai AK, Lascu DN, Ryans JK. How green-claim strength and country disposition affect product evaluation and company image. Psychol Mark. 1997; 14:5:511537.
    [Google Scholar]
  9. Mendleson N. Environmental marketing business partnering at AFC-developing strategic alliances. Environmental Marketing: Critical Success Strategies for Reaching the Green Consumer, Proceedings of the 1994 Conference, Sydney. 1994;:87103.
    [Google Scholar]
  10. Polonsky MJ. Transformative green marketing: Impediments and opportunities. J Bus Res. 2011; 64:12:13111319.
    [Google Scholar]
  11. Henion KE, Kinnear TC. A Guide to Ecological Marketing. Ecological Marketing. Columbus, OH: American Marketing Association 1976.
    [Google Scholar]
  12. Fathi A, Sheikhian AH, Doaee K. Green marketing. Tadbir Monthly Magazine. 2007; 17::173.
    [Google Scholar]
  13. Peattie K, Crane A. Green marketing: legend, myth, farce or prophecy? Qual Market Res Int J. 2005; 8:4:357370.
    [Google Scholar]
  14. Cassell EJ. Nineteenth and twentieth century environmental movements. Arch Environ Health. 1972; 22::3540.
    [Google Scholar]
  15. Carroll AB. Corporate social responsibility. Bus Soc. 1999; 38:3:268295.
    [Google Scholar]
  16. Maremont M. And now, the greening of Europe. Business Week. 1989;98D98L.
    [Google Scholar]
  17. Ottman J. Sometimes consumers will pay more to go green. Market News. 1992; 26:14:616.
    [Google Scholar]
  18. Ottman J. Green Marketing: Challenges and Opportunities for the New Marketing Age. Lincolnwood, IL: NTC Business Books 1993.
    [Google Scholar]
  19. Peattie K. Green Marketing: The M and E Handbook Series. London: Pitman Longman Group 1992.
    [Google Scholar]
  20. Chan RYK. Consumer responses to environmental advertising in China. Mark Intell Plann. 2004; 22:4:427437.
    [Google Scholar]
  21. Kalafatis SP, Pollard M, East R, Tsogas MH. Green marketing and Ajzen's theory of planned behavior: A cross-market examination. J Consum mark. 1999; 16:5:441460.
    [Google Scholar]
  22. Hartmann P, Ibáñez VA. Green value added. Market Intell Plann. 2006; 24:7:673680.
    [Google Scholar]
  23. Stanton WJ, Futrell C. Fundamentals of Marketing. New York, NY: McGraw-Hill 1987.
    [Google Scholar]
  24. Ginsberg JM, Bloom PN. Choosing the right green marketing strategy. MIT Sloan Manage Rev. 2004; 46:1:7984.
    [Google Scholar]
  25. Bleda M, Valente M. Graded eco-labels: A demand-oriented approach to reduce pollution. Technol Forecast Soc Chan. 2009; 76:4:512524.
    [Google Scholar]
  26. Chatterjee P. Green brand extension strategy and online communities. J Syst Inform Technol. 2009; 11:4:367384.
    [Google Scholar]
  27. Davis JJ. Strategies for environmental advertising. J Consum Mark. 1993; 10:2:1936.
    [Google Scholar]
  28. D'Souza C, Taghian M, Lamb P. An empirical study on the influence of environmental labels on consumers. Corp Commun Int J. 2006; 11:2:162173.
    [Google Scholar]
  29. Kotler P, Armstrong G. Principles of Marketing. 13th ed. Prentice Hall 2010.
    [Google Scholar]
  30. Sammer K, Wüstenhagen R. The influence of eco-labeling on consumer behavior – results of a discrete choice analysis for washing machines. Bus Strateg Environ. 2006; 15:3:185199.
    [Google Scholar]
  31. Rex E, Baumann H. Beyond ecolabels: What green marketing can learn from conventional marketing. J Clean Prod. 2007; 15:6:567576.
    [Google Scholar]
  32. Iyer G. Business, customers and sustainable living in an interconnected world: A multilateral ecocentric approach. J Bus Ethics. 1999; 20:4:273288.
    [Google Scholar]
  33. Nik Abdul Rashid NR. Awareness of eco-label in Malaysia's green marketing initiative. Int J Bus Manage. 2009; 4:8:132141.
    [Google Scholar]
  34. Leire C, Thidell Å. Product-related environmental information to guide consumer purchases – a review and analysis of research on perceptions, understanding and use among Nordic consumers. J Clean Prod. 2005; 13:10-11:10611070.
    [Google Scholar]
  35. D'Souza C. Eco-labels programs: a stakeholder (consumer) perspective. Corp Commun Int J. 2004; 9:3:179188.
    [Google Scholar]
  36. Whitson D, Henry W. What's in a Label? Environmental Issues in Product Packaging. New York, NY: The Haworth Press 1996;:2943.
    [Google Scholar]
  37. Kuhn M. Green lemons-Environmental labels and entry into an environmentally differentiated market under asymmetric information. Thuenen-Series of Applied Economic Theory. Germany: University of Rostock, Institute of Economics 1999;:20. available at: http://ideas.repec.org/p/ros/wpaper/20.html#biblio (accessed November 10, 2013).
    [Google Scholar]
  38. Rahbar E, Abdul Wahid N. Consumers' Perception of Green Products Category: Implication of SMEs. Penang: SME and Marketing Mini Conference 2010.
    [Google Scholar]
  39. Wustenhagen R, Bilharz M. Green energy market development in Germany: Effective public policy and emerging customer demand. Energ Pol. 2006; 34::16811696.
    [Google Scholar]
  40. Hartmann P, Ibáñez VA, Sainz FJF. Green branding effects on attitude: functional versus emotional positioning strategies. Market Intell Plann. 2005; 23:1:929.
    [Google Scholar]
  41. Aaker DA. The value of brand equity. J Bus Strateg. 1992; 13:4:2732.
    [Google Scholar]
  42. Carlson L, Grove SJ, Laczniak RN, Kangun N. Does environmental advertising reflect integrated marketing communications? An empirical investigation. J Bus Res. 1996; 37:3:225232.
    [Google Scholar]
  43. Davis JJ. Consumer response to corporate environmental advertising. J Consum Mark. 1994; 11:2:2537.
    [Google Scholar]
  44. Baldwin P. Advertisers beginning to see green. Dallas Morning News. 1993;J1J11.
    [Google Scholar]
  45. Chase D, Smith TK. Consumers keen on green but marketers don't deliver. Advert Age. 1992; 63:26:S2.
    [Google Scholar]
  46. Moon JC, Minor MS. Consumer Behavior – External and Internal Factors. Translated by Ardestani Saleh Abbas, Mohammad Saadi. Tehran: Ettehad publication 2006.
    [Google Scholar]
  47. Karim N. Impact of marketing mix on consumer purchasing behavior. Master's Thesis, University of Tarbiat Modarres 2008.
  48. Kotler P. Marketing Management. Millennium Edition. Custom Edition for University of Phoenix. Prentice-Hall, Inc 2000.
    [Google Scholar]
  49. Cohen MR. Environmental information versus environmental attitudes. J Environ Educ. 1973; 3:2:58.
    [Google Scholar]
  50. Polonsky MJ, Rosenberger PJIII. Re-evaluating green marketing: A strategic approach. Bus Horizon. 2001; 44:5:2130.
    [Google Scholar]
  51. Sarmad Z, Bazargan A, Hejazi A. Research Methods in Behavioral Science. Tehran: Agah Publication 2007;. [Persian].
    [Google Scholar]
  52. Nik Abdul Rashid NR. Employee involvement in EMS/ISO 14001 and its spillover effect in consumer environmentally responsible behavior. PhD Thesis. Malaysia: University Sains 2007.
  53. Yam-Tang EPY, Chan RYK. Purchasing behaviors and perceptions of environmentally harmful products. Market Intell Plann. 1998; 16:6:356362.
    [Google Scholar]
  54. Kim E, Kim W, Lee Y. Combination of multiple classifiers for the customers purchase behavior prediction. Decis Support Syst. 2003; 34:2:167175.
    [Google Scholar]
  55. Rios FJM, Martínez LT, Moreno FF, Soriano PC. Improving attitudes toward brands with environmental associations: An experimental approach. J Consum Mark. 2006; 23:1:2633.
    [Google Scholar]
  56. Kilbourne WE. Green advertising: Salvation or oxymoron? J Advertising. 1995; 24:2:720.
    [Google Scholar]
  57. Lampe M, Gazda GM. Green marketing in Europe and the United States: An evolving business and society interface. Int Bus Rev. 1995; 4:3:295312.
    [Google Scholar]
/content/journals/10.5339/connect.2014.5
Loading
/content/journals/10.5339/connect.2014.5
Loading

Data & Media loading...

  • Article Type: Research Article
Keyword(s): consumer purchase behavioreco-brandeco-labelingenvironmental advertisement and green marketing
This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error