Innovative Marketing最新文献_第3页

Transformations of customer loyalty attitude in marketing: Key components of modern loyalty 营销中顾客忠诚态度的转变:现代忠诚的关键组成部分

Innovative Marketing Pub Date : 2023-11-10 DOI: 10.21511/im.19(4).2023.09

Jelena Nikolajenko-Skarbalė, Rasa Viederytė-Žilienė

{"title":"Transformations of customer loyalty attitude in marketing: Key components of modern loyalty","authors":"Jelena Nikolajenko-Skarbalė, Rasa Viederytė-Žilienė","doi":"10.21511/im.19(4).2023.09","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.09","url":null,"abstract":"In the marketing landscape, there has been a noticeable shift from the well-established “customer retention” loyalty programs of the 2010s to the emerging trend of “customer attraction” programs in the 2020s. This study aims to investigate the underlying reasons behind these transformations and identify the key components shaping a contemporary customer’s loyalty towards brands. To accomplish this, an empirical research was undertaken, interviewing 129 representatives of the “EU-Conexus” network, which education and research institutions are located in Lithuania (i.e., Klaipeda University), Spain (i.e., Catholic University of Valencia), Croatia (i.e., University of Zadar), Romania (i.e., Technical University of Civil Engineering), Greece (i.e., Agricultural University of Athens) and France (i.e., La Rochelle Université). The study employed a quantitative methodology, using a standardised online questionnaire contained multiple-choice, single-choice 18 detailed closed questions. The collected research data were subsequently analysed using MS Excel software through the application of descriptive statistics data processing techniques. The findings of this study revealed that regular and annoying promotional material and “intricate” loyalty programs are usually irritating contemporary customers and can be a reason to leave a brand. Consequently, modern brands are encouraged to regularly rethink – re-evaluate and re-design – their loyalty marketing strategies to become relevant to customers’ needs. The study also highlighted the key components significantly influencing the loyalty of respondents: (i) high quality and responsibly priced goods and (or) services, (ii) well-organised customer service, (iii) a “rational” customer loyalty program, and (iv) an adequate number of promotional messages containing relevant content. Acknowledgment The authors are sincerely thankful to the “EU-Conexus” community for their benevolent and active participation in the research implemented in frames of this study.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"116 45","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135136624","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

Brand building and relationships between marketing communication perceptions and brand personality of the Bangsaen 42 Chonburi Marathon running event 邦赛42春武里马拉松赛事的品牌建设及营销传播认知与品牌个性的关系

Innovative Marketing Pub Date : 2023-11-01 DOI: 10.21511/im.19(4).2023.08

Saralee Sonchan, Wirat Sonchan

{"title":"Brand building and relationships between marketing communication perceptions and brand personality of the Bangsaen 42 Chonburi Marathon running event","authors":"Saralee Sonchan, Wirat Sonchan","doi":"10.21511/im.19(4).2023.08","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.08","url":null,"abstract":"The Bangsaen 42 Chonburi Marathon is the most attended full-marathon event in Thailand and a high-standard running event classified as the World Athletics Elite Label Road Race. The increase in runners reflected the response from both regular and new runners. This mixed methods study aimed to analyze branding processes, marketing communication perceptions, brand personality, and the relationships between perceptions of marketing communication and brand personality. The qualitative approach involved in-depth interviews with three key informants. A quantitative approach was applied to the questionnaire. The sample included 400 runners who participated in this event using nonprobability sampling. Data were analyzed using descriptive statistics and Pearson’s correlation statistics, with a significance level of 0.05. The results showed three brand-building processes: 1) strategic brand analysis of runners’ needs, organizing marathon running events in Thailand, and self-analysis; 2) brand identity system under the only marathon running event in Thailand with world-class standards under the concept of “The passion of world-class marathon” and brand value of “You will run a full marathon with world-class standard;” 3) brand identity implementation systems through various media to demonstrate sound management. This sample group perceived marketing communication at a moderate level, and the perceptions of brand personality of the marathon met the competence the most. The relationships between marketing communication and perceptions of sincerity were positively correlated, with a correlation coefficient of 0.46 and a statistical significance of 0.05. AcknowledgmentA research grant from the Faculty of Sport Science, Burapha University supports this study.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"33 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135325515","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

Ascertaining the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ fashion content on Instagram and consequent fashion brand predispositions and purchase intentions 确定Y一代消费者对名人网红在Instagram上的时尚内容感知效用的前因，以及由此产生的时尚品牌倾向和购买意愿

Innovative Marketing Pub Date : 2023-10-27 DOI: 10.21511/im.19(4).2023.07

Ayesha Bevan-Dye, Lebohang G. Motaung

{"title":"Ascertaining the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ fashion content on Instagram and consequent fashion brand predispositions and purchase intentions","authors":"Ayesha Bevan-Dye, Lebohang G. Motaung","doi":"10.21511/im.19(4).2023.07","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.07","url":null,"abstract":"The fashion apparel industry constitutes a significant global economic force. Generation Y consumers represent a sought after target market to this industry as they are forecasted to have a disposable income outrivaling that of previous generations. Generation Y individuals are acknowledged as being amenable to the opinions of social media influencers, particularly those expressed by celebrity influencers, who often act as aspirational referents. Despite reports highlighting the relevance of the social media influencer strategy when targeting Generation Y, there remains a paucity of research on influencer marketing. Therefore, this study aims to ascertain the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ Instagram fashion apparel content and consequent fashion brand predispositions and purchase intentions. Fieldwork yielded 334 questionnaires from a convenience sample of Generation Y students registered at two universities in South Africa; data were analyzed using structural equation modeling. The findings indicate that informational value, entertainment value, and trustworthiness account for more than 50% of the variance in Generation Y consumers’ perceptions of the utility of celebrity influencers’ Instagram fashion content. In turn, perceived utility, in conjunction with its determinants, accounts for 70% of the variance in their predispositions toward showcased fashion apparel brands, which collectively accounts for 65% of the total variance in their intentions to purchase those brands. These findings highlight celebrity influencers’ salient role in Generation Y consumers’ fashion brand choices and the necessity of incorporating celebrity influencer appeal into fashion apparel marketing communication strategies designed to engage with this generation.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136235414","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

Influence of consumer motivations and perception on the adoption of smart, green, and sustainable building materials 消费者动机和认知对采用智能、绿色和可持续建筑材料的影响

Innovative Marketing Pub Date : 2023-10-25 DOI: 10.21511/im.19(4).2023.06

Rajendra P., Mohanasundaram T.

{"title":"Influence of consumer motivations and perception on the adoption of smart, green, and sustainable building materials","authors":"Rajendra P., Mohanasundaram T.","doi":"10.21511/im.19(4).2023.06","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.06","url":null,"abstract":"The purpose of this study is to analyze the barriers to the widespread use of smart, green, and sustainable building materials in the construction industry by focusing on the perceptions, motivations, strategies, and challenges faced by consumers. The analysis employed an exploratory methodology and surveyed 385 respondents in Bangalore, India. The study result shows a significant positive partial correlation (r = 0.629, p = 0.001) between the challenges of adoption and the overall factors that influence adoption after controlling the annual income as a control variable. The higher mean score of personal values and ethics of 4.25 implies that moral values and ethics influence the decisions on the adoption of construction materials. The findings of multiple regression with robust standard error revealed perception of performance of smart, green and sustainable building materials is better compared to traditional building materials (p-value = 0.001), factors positively influencing adoption (p-value = 0.004), motivating factors of adoption (p-value = 0.001) and strategies that encourage adoption of smart, green, and sustainable building materials (p-value = 0.001). All of these have a substantial influence on how consumers evaluate the government’s efforts to increase the adoption of such materials. However, challenges in adoption showed a negative coefficient (B= –0.049) and a robust standard error of 0.024 (p-value = 0.048), demonstrating a negative influence on consumers’ perception. This research acts as a guiding beacon for green adoption policies by studying consumer motivations and perceptions toward adoption of eco-friendly building materials for the sustainable future.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135112673","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

Determinants of Indonesian Gen Z’s purchase behavior on online travel platforms: Extending UTAUT model 印尼Z世代在线旅游平台购买行为的决定因素:扩展UTAUT模型

Innovative Marketing Pub Date : 2023-10-17 DOI: 10.21511/im.19(4).2023.05

Reni Dian Octaviani, None Sucherly, Harjanto Prabowo, Diana Sari

{"title":"Determinants of Indonesian Gen Z’s purchase behavior on online travel platforms: Extending UTAUT model","authors":"Reni Dian Octaviani, None Sucherly, Harjanto Prabowo, Diana Sari","doi":"10.21511/im.19(4).2023.05","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.05","url":null,"abstract":"Understanding Gen Z’s purchase behavior in online travel agents is essential to effectively engage and meet the unique preferences of this generation, fostering long-term loyalty and satisfaction. Utilizing the unified theory of acceptance and use of technology (UTAUT) as the theoretical foundation, this study aims to analyze the impact of performance expectancy, effort expectancy, social influence, facilitating condition, and trust on purchase decision of flight tickets through online travel agent platforms. The data were collected through an online survey of 253 Gen Z users of online travel agent applications in Indonesia, such as Traveloka, Tiket.com, Pegipegi.com, Agoda, and Booking.com. The study employed PLS-SEM to test the hypotheses. The results indicate that performance expectancy, effort expectancy, social influence, and facilitating conditions influence trust (t-value 1.645, p-value &amp;lt; 0.05). Further, performance expectancy, effort expectancy, and facilitating conditions influence purchase decisions (t-value 1.645, p-value &amp;lt; 0.05). However, social influence does not significantly affect purchase decisions (t-value 1.041, p-value &amp;gt; 0.05). The analysis also shows that trust fully mediates the relationship between social influence and purchase decisions, while no mediating effect is identified in the relationship between effort expectancy and purchase decisions. By investigating the key factors contributing to Gen Z’s buying behavior in online travel agent platforms, this paper provides valuable insights for online travel businesses to effectively engage and cater to Gen Z’s unique needs and preferences.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"127 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135996084","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

A generational study on self-referential advertising: How it affects attitude toward brands 自我参照广告的代际研究:它如何影响对品牌的态度

Innovative Marketing Pub Date : 2023-10-09 DOI: 10.21511/im.19(4).2023.04

Kavitha Venkatasubramany Iyer, Mansuri Mallika

{"title":"A generational study on self-referential advertising: How it affects attitude toward brands","authors":"Kavitha Venkatasubramany Iyer, Mansuri Mallika","doi":"10.21511/im.19(4).2023.04","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.04","url":null,"abstract":"Self-referential, meta or self-aware advertising uses irony and cynicism to overtly critique and challenge conventional advertising strategies. While increasingly multiple brands are using self-referential advertising campaigns to implement innovative advertising strategies, a limited amount of research has been conducted on the effects of self-referential advertising on consumers’ evaluative responses. This study aimed to identify a link between self-referential ads and the consumers’ sense of self-presentation, mainly the conflict between the ideal self and the real self, and how this, in turn, affects their attitude toward the brand in the subject, further affecting purchase intention and brand perception. A quantitative structured study was conducted in a group of 326 18–35-year-old people, comprising Millennial and Generation Z consumers, using voluntary sampling through links to Google Forms distributed online on various platforms. Findings showed a significant positive correlation between self-referential ads, brand perception, and consumers’ brand attitude (r = 0.777, 0.712). Besides, in the mediation analysis, each of the four regression models establishes a correlation among the three variables. However, significance is not found in the mediating role of consumers’ real selves between self-referential advertising and brand attitude, though consumption patterns mediate consumer acceptance of self-referential advertising. The findings gave product/brand managers and marketing professionals a strategic direction on the importance of using self-referential forms of advertising in congruence with the product life cycle and brand positioning. It also helps to understand the importance of consumption patterns in creating advertising appeals.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135095838","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

The mediating role of perceived value on electronic service quality and customer satisfaction: Evidence from Malaysia 感知价值对电子服务质量和顾客满意度的中介作用:来自马来西亚的证据

Innovative Marketing Pub Date : 2023-10-06 DOI: 10.21511/im.19(4).2023.03

Mohammad Khaleel Okour, Chin Wei Chong, Sarah Abdulraheem Okour, Fadi Abdelfattah

{"title":"The mediating role of perceived value on electronic service quality and customer satisfaction: Evidence from Malaysia","authors":"Mohammad Khaleel Okour, Chin Wei Chong, Sarah Abdulraheem Okour, Fadi Abdelfattah","doi":"10.21511/im.19(4).2023.03","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.03","url":null,"abstract":"The purpose of this paper is to examine the role of customers’ perceived value in mediating the relationship between Electronic Service Quality (ESQ) and customer satisfaction in online banking in Malaysia. The research model is developed based on the disconfirmation theory. Non-probability purposive sampling was adopted for data collection. A cross-sectional technique with a self-administered questionnaire was applied. The unit of analysis in this study is bank customers using online banking in Selangor, Malaysia. One hundred twenty-eight usable responses were received and analyzed. The Statistical Package for the Social Sciences (SPSS) was applied to analyze the data. Findings showed that the variance in customer satisfaction can be significantly explained via E-service quality dimensions (R2 = 0.52). The ease of use, security, reliability, responsiveness (ESQ) have a significant and positive impact on customer satisfaction among online banking users (p = 0.000). Furthermore, it was found that the customers’ perceived value significantly mediates the relationship between E-service quality and customer satisfaction (p-value = 0.0004). The experimental findings for this paper strengthen and expand the theoretical understanding of the relationship between ESQ, customer perceived value, and customer satisfaction that helps the banks in Malaysia to perform more successfully in the rapid business environment. This study also contributed to diminishing the gap in the ESQ literature between developed and developing countries, especially in the Malaysian context.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"299 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135350485","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

Mediating role of authenticity in the relationship between destination image and destination loyalty 真实性在目的地形象与目的地忠诚关系中的中介作用

Innovative Marketing Pub Date : 2023-10-05 DOI: 10.21511/im.19(4).2023.02

Yayuk Yuliana, Endang Sulistya Rini, None Sirojuzilam, Syafrizal Helmi Situmorang, Amlys Syahputra Silalahi

{"title":"Mediating role of authenticity in the relationship between destination image and destination loyalty","authors":"Yayuk Yuliana, Endang Sulistya Rini, None Sirojuzilam, Syafrizal Helmi Situmorang, Amlys Syahputra Silalahi","doi":"10.21511/im.19(4).2023.02","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.02","url":null,"abstract":"Destination loyalty has become a topic that needs attention in tourism research, especially after the COVID-19 pandemic because it affects the number of visitors to tourist sites. This study aims to test the effect of destination image on destination loyalty through destination authenticity. The respondents in this study were visitors to the Ecotourism Mount Leuser National Park in Indonesia. The questionnaires were distributed to 301 respondents using purposive sampling. The data were processed using SEM-PLS methods. The results show that destination image influences destination authenticity (p-value &amp;lt;0.05). Next, destination authenticity affects destination loyalty (p-value &amp;lt;0.05) and destination image influences destination loyalty (p-value &amp;lt; 0.05). Finally, destination image through destination authenticity influences destination loyalty (p-value &amp;lt; 0.05). The findings of this study can be beneficial to the respective governmental bodies that seeks to improve destination authenticity and destination image to enhance destination loyalty of visitors and promote revisit intentions toward the Ecotourism Mount Leuser National Park in Indonesia. This study can be used as a reference for tourist destination managers to increase destination loyalty by maintaining and managing the tourist destination area properly. The government acts as a policymaker and is responsible for preserving the environmental impact of tourism, such as pollution, other environmental hazards, and land use issues stemming from poor planning, regulation, and engineering of the site, attractions, and facilities. AcknowledgmentThis study is funded by the DRTPM of the Ministry of Education, Culture, Research, and Technology, grant number [097/E5/PG.02.00.PT/2022], for the 2022 fiscal year.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"72 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135436215","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

The influence of social media marketing on brand loyalty and intention to use among young Vietnamese consumers of digital banking 社交媒体营销对越南年轻数字银行消费者的品牌忠诚度和使用意愿的影响

Innovative Marketing Pub Date : 2023-10-02 DOI: 10.21511/im.19(4).2023.01

Nguyen Minh Sang

{"title":"The influence of social media marketing on brand loyalty and intention to use among young Vietnamese consumers of digital banking","authors":"Nguyen Minh Sang","doi":"10.21511/im.19(4).2023.01","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.01","url":null,"abstract":"Digital banks must promote on social media to attract tech-savvy young consumers who use social media extensively. Creating brand loyalty among digital banking customers is necessary to increase retention and motivate them to spend more with the preferred financial brand. This study investigates the impact of social media marketing on brand loyalty and continued usage intentions among young Vietnamese digital banking service consumers. This study employed a quantitative methodology, with a five-point Likert scale questionnaire administered online via non-probability sampling. The sample comprised 244 Vietnamese consumers aged 18 to 35, representing the young consumer segment. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that exposure to social media marketing substantially positively impacts brand loyalty. It was discovered that brand loyalty positively influences the intention to continue using the same digital banking provider. However, social media marketing did not influence continued usage intentions directly. Instead, brand loyalty mediated the positive relationship between social media marketing and future digital banking service usage intentions. The findings have important implications for digital banks’ customer engagement and branding strategies to establish long-lasting relationships with the crucial youth demographic via social media platforms. AcknowledgmentThe author wishes to express sincere appreciation to all respondents who completed the survey. In addition, profound appreciation is extended to all involved parties, as well as the Ho Chi Minh University of Banking, for their tremendous support and assistance, which contributed significantly to the completion of this research.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"90 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135831324","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

The impact of green marketing on consumers’ attitudes: A moderating role of green product awareness 绿色营销对消费者态度的影响:绿色产品意识的调节作用

Innovative Marketing Pub Date : 2023-09-28 DOI: 10.21511/im.19(3).2023.20

Antoun Sahioun, Abdallah Q. Bataineh, Ibrahim A. Abu-AlSondos, Hossam Haddad

{"title":"The impact of green marketing on consumers’ attitudes: A moderating role of green product awareness","authors":"Antoun Sahioun, Abdallah Q. Bataineh, Ibrahim A. Abu-AlSondos, Hossam Haddad","doi":"10.21511/im.19(3).2023.20","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.20","url":null,"abstract":"This study aims to determine the impact of green marketing (green perceived value), green products (green buildings), and environmental concerns on Jordanian consumers’ attitudes toward buying green buildings in Jordan. The research population includes all consumers in Amman, the capital of Jordan, who might be interested in buying such buildings. A convenience sample is used to collect data from the respondents by distributing the questionnaire among 400 consumers using Google Forms. 357 questionnaires were found valid for statistical analysis. The results of the multiple regression test showed that R equals 0.815, which indicated that green marketing and consumers’ attitudes toward buying green buildings in Jordan are positively and highly correlated, with a percentage of 81.5%. R square equals 0.664, indicating that the variation in green marketing explains 66.4% of the variance in consumers’ attitudes toward green buildings in Jordan. Moreover, the hierarchical multiple regression test showed that there is an increase in R and R2 values in the existence of product awareness as a moderating variable between green marketing and consumers’ attitudes toward buying green buildings in Jordan.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135343803","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: 3