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Studying green marketing in emerging economies
Business Strategy & Development ( IF 4.8 ) Pub Date : 2021-09-02 , DOI: 10.1002/bsd2.183
Dalia Sedky 1 , Mohamed Abdallah AbdelRaheem 1
Affiliation  

Green marketing, from the researchers' point of view, can be defined as the equation of achieving profits, satisfying customers, and at the same time keeping the environment safe. There is a great concern about sustainability all over the world, which pushes the researchers to study green marketing in emerging economies. This research study examines how green marketing can affect consumer's purchase decision. Four hundred printed copies of the questionnaire have been collected complete and valid for analysis. Factor analysis, reliability test, and multiple regression analysis have been done using SPSS software. It has been found that consumers can be encouraged to buy green products if they feel that these products will have a positive impact on their health. Business companies need to organize marketing campaigns which highlight the healthy gains obtained from acquiring green products to increase their sales. Eco-labeling and point of purchase of green products are also elements that can affect consumer's purchase decision. This research study can help companies to achieve profits and at the same time keep the environment safe. This research study has the potential for presenting interesting insights into the challenge of influencing consumers in non-Western markets. This research study displays the literature of green marketing in some emerging economies and tests it in a new context (Egypt). It can be concluded that each emerging economy has a unique nature when applying green marketing.

中文翻译:

研究新兴经济体的绿色营销

从研究人员的角度来看,绿色营销可以定义为实现利润、满足客户并同时保持环境安全的方程式。全世界都非常关注可持续性,这促使研究人员研究新兴经济体的绿色营销。本研究探讨绿色营销如何影响消费者的购买决定。已收集了 400 份完整有效的调查问卷以供分析。采用SPSS软件进行因子分析、信度检验和多元回归分析。已经发现,如果消费者认为这些产品会对他们的健康产生积极影响,他们可以被鼓励购买这些产品。商业公司需要组织营销活动,突出从获得绿色产品中获得的健康收益,以增加销售额。生态标签和绿色产品的购买点也是影响消费者购买决定的因素。这项研究可以帮助公司实现利润,同时保持环境安全。这项研究有可能对影响非西方市场消费者的挑战提出有趣的见解。本研究展示了一些新兴经济体的绿色营销文献,并在新的背景下(埃及)对其进行了测试。可以得出结论,每个新兴经济体在应用绿色营销时都有其独特的性质。生态标签和绿色产品的购买点也是影响消费者购买决定的因素。这项研究可以帮助公司实现利润,同时保持环境安全。这项研究有可能对影响非西方市场消费者的挑战提出有趣的见解。本研究展示了一些新兴经济体的绿色营销文献,并在新的背景下(埃及)对其进行了测试。可以得出结论,每个新兴经济体在应用绿色营销时都有其独特的性质。生态标签和绿色产品的购买点也是影响消费者购买决定的因素。这项研究可以帮助公司实现利润,同时保持环境安全。这项研究有可能对影响非西方市场消费者的挑战提出有趣的见解。本研究展示了一些新兴经济体的绿色营销文献,并在新的背景下(埃及)对其进行了测试。可以得出结论,每个新兴经济体在应用绿色营销时都有其独特的性质。这项研究有可能对影响非西方市场消费者的挑战提出有趣的见解。本研究展示了一些新兴经济体的绿色营销文献,并在新的背景下(埃及)对其进行了测试。可以得出结论,每个新兴经济体在应用绿色营销时都有其独特的性质。这项研究有可能对影响非西方市场消费者的挑战提出有趣的见解。本研究展示了一些新兴经济体的绿色营销文献,并在新的背景下(埃及)对其进行了测试。可以得出结论,每个新兴经济体在应用绿色营销时都有其独特的性质。
更新日期:2021-09-02
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