GATR Journal of Management and Marketing Review (GATR JMMR) VOL. 7 (4) OCTOBER - DECEMBER 2022最新文献

筛选
英文 中文
Creating consumer awareness of green products through the 6Ps of societal marketing 通过社会营销的6p建立消费者对绿色产品的意识
Norman Kutama, A. Deliwe
{"title":"Creating consumer awareness of green products through the 6Ps of societal marketing","authors":"Norman Kutama, A. Deliwe","doi":"10.35609/jmmr.2022.7.4(3)","DOIUrl":"https://doi.org/10.35609/jmmr.2022.7.4(3)","url":null,"abstract":"Objective - This research paper aims to use the 6Ps of societal marketing to investigate consumer awareness of green products in Polokwane, South Africa. The aim of this paper was to create consumer awareness of green products using the 6Ps of societal marketing. The main objectives of this study included conducting a literature review on the 6Ps of societal marketing, empirically investigating the consumer awareness of green products using the 6Ps of societal marketing, and providing recommendations to businesses on how they can improve the awareness of green products.\u0000Methodology/Technique - A quantitative approach was followed in this study, where the empirical investigation was carried out using a self-administered questionnaire. Primary data were collected from 410 respondents to understand their awareness of green products.\u0000Findings – The 6Ps of societal marketing were used to construct a questionnaire distributed online using different social media platforms. The findings indicate consumers’ experiences with green products relative to the 6Ps of societal marketing. There is a concern that some consumers are unaware of green products and that green products are not easily accessible and are expensive.\u0000Novelty - The study makes practical recommendations to marketers on how they can improve the awareness of green products while considering the concept of societal marketing.\u0000\u0000Type of Paper: Empirical\u0000JEL Classification: M31, M39.\u0000Keywords: Consumer awareness, green products, societal marketing, 6Ps.\u0000Reference to this paper should be made as follows: Kutama, N; Deliwe, A. (2022). Creating consumer awareness of green products through the 6Ps of societal marketing, J. Mgt. Mkt. Review, 7(4), 203 – 216. https://doi.org/10.35609/jmmr.2022.7.4(3)","PeriodicalId":275066,"journal":{"name":"GATR Journal of Management and Marketing Review (GATR JMMR) VOL. 7 (4) OCTOBER - DECEMBER 2022","volume":"142 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116347566","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
相关产品
×
本文献相关产品
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信