Year: 2021
Type: dissertation
Study design: Observational Study
Abstract: The increasing significance of environmental issues makes companies emphasize on the implementation of green marketing. The thesis focuses on two primary objectives. First, it identifies how green marketing influences consumers’ buying decision. Second, the research investigates the buying behavior of consumers in a certain market towards eco-friendly products. \n \nThe theoretical framework used literature review method to explain the theoretical concepts related to green marketing and green purchase behavior. Secondary data was collected for this section through scientific articles, scholarly journals, e-books and credible Internet sources. The empirical part utilized quantitative research method in which primary data was acquired by an online questionnaire to test the relationship between demographic and psychographic and green consumer behavior as well as the influence degree of green marketing mix 4P’s on customers’ purchase decision. After a total of 447 respondents had participated in the survey, the data was inserted and addressed by SPSS and Excel. \n \nThe result of the study indicated which demographic and psychological characteristics correlated with green buying behavior and which did not. Additionally, the research outcome explored the effect grade of each factors of green marketing mix on the audience’s buying determination. Besides, the participation of green marketing aspects in the public’s life was found out specifically. \n \nThe key findings imply a firm relationship between green marketing and people’s buying behavior. Further studies are recommended to emphasize on one target group, a particular aspect of green marketing or its influence on a specific industry.
Source: Theseus (Ammattikorkeakoulujen)
Author: Anh Duong Nguyen
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
Funder: European Commission
OpenAlex ID: W3165372723