Surveying of Importance of Green Marketing Compared Purchase Budget and Preferred Brand when Buying by AHP Method
Year: 2015
Type: article
Study design: Observational Study
Abstract: Competition among green factories increased due to significant changes in demand for green products. Current project has been done to make a comprehensive comparison between green marketing mix, with common factors influencing purchase decision of consumers, such as purchase budget, and brand preference. The participants of the present study were all citizens of Shiraz city. By using Krejcie and Morgan table and casual method, the researchers selected a population of 384 with respect to the proportional size of eleven municipality region of Shiraz. Decision tree of this project designed based on theoretical studies on green marketing mix, and consumer buy green. Based on this, we designed questioner paired comparison, and then data have been collected. Analytic Hierarchy Process (Super Decision) was used to analyze the data. Therefore, statistical analysis showed that all the elements of marketing mix showed priority to purchase budget, and brand preference. These data also showed a priority of consumer are, green products, green price, the green activities promote, green distribution, purchase budget, and brand preference. DOI: 10.5901/mjss.2015.v6n4p388
Authors: Mahbubeh Esmaili, Seyede Fatemeh Fazeli
Institution: Urmia University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W1575364211