绿色营销:伊朗消费者态度与购买行为关系的评估

Q4 Earth and Planetary Sciences

GIS-Business Pub Date : 2019-07-05 DOI:10.26643/gis.v14i4.5084

Gholamreza Haghighatdoust

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引用次数: 0

摘要

消费者的绿色购买决策受到对生态问题的态度、行为和关注的强烈影响，进而影响消费者的生活方式。本研究的目的是检验消费者购买决策的变量特征对环境意识的适宜性。明确地研究了消费者的知识态度和节能产品的标准。通过管理调查问卷，从伊朗南部地区的400名受访者中收集了数据。通过卡方检验完成的统计分析。结果表明，整体的环境意识对消费者的购买决策有显著的影响，支持绿色关注的效用和适用性，营销人员和零售商将其纳入营销组合。营销人员必须将绿色营销产品的竞争优势付诸实践，并确保环境的保护，而不是夸夸其谈。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Green Marketing:Assessment of Relationship Between Attitude and Purchasing Behavior of Iranian Consumers

Consumers green purchasing decisions are strongly influenced by attitudes, behaviour and concern for ecological issues, which subsequently affects consumer lifestyles. The purpose of present study is to examine the suitability of the variables characteristic of consumers’ purchasing decisions specific to environmental awareness. The criteria of consumers’ knowledge and attitude and energy efficient products were explicitly studied. Data was collected from 400 respondents from the southern region of Iran by administering a survey questionnaire. The statistical analysis done through the Chi-square testing. The results showed that the overall environmental awareness had a significant impact on consumers’ buying decisions endorsing the utility and applicability of green concerns to marketers and retailers to incorporate the same in marketing mix. Rather than making big claims, marketers must put into practice the competitive advantages of green marketing products and ensuring the preservation of the environment.

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来源期刊

GIS-Business Earth and Planetary Sciences-Earth and Planetary Sciences (all)

自引率

0.00%

发文量

期刊介绍： GIS Business with ISSN no. 1430-3663 is bimonthly UGC Approved journal for publication of research papers related to planning, managment, GIS, geography, geology, geoinformatics, earth sciences, remote sensing, satellites, GPS, coodinate systems, urban planning, spatial studies, human settlements, and many more related subjects. Remote sensing is the art and science of making measurements of the earth using sensors on airplanes or satellites and geographic information system (GIS) is a computer-based tool for mapping and analyzing feature events on earth. It integrates common database operations, such as query and statistical analysis, with maps. The open access journal GIS Business is a scientific journal that includes a wide range of fields in its discipline and reports the acquisition of information about an object or phenomenon without making physical contact with the object. It allows to view and analyse multiple layers of spatially related information associated with a geographic region/location. It publishes all concerned research findings and discoveries pertaining to the ingredients and their mode of therapeutic nature to create a platform for the authors to make their contribution towards the journal.