Impact of External Green Marketing Mix on Customer Satisfaction: Study of Jordanian Green Consumers
| المصدر: | مجلة جامعة الحسين بن طلال للبحوث |
|---|---|
| الناشر: | جامعة الحسين بن طلال - عمادة البحث العلمي والدراسات العليا |
| المؤلف الرئيسي: | Tarabieh, Saeed M. Z. A. (Author) |
| مؤلفين آخرين: | Al_Majali, Malek Mohammad (Co-Author) |
| المجلد/العدد: | مج7, ملحق |
| محكمة: | نعم |
| الدولة: |
الأردن |
| التاريخ الميلادي: |
2021
|
| الصفحات: | 538 - 567 |
| DOI: |
10.36621/0397-007-988-020 |
| ISSN: |
2519-7436 |
| رقم MD: | 1270498 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EduSearch, AraBase, HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Green Marketing | Marketing Mix | Customer Satisfaction
|
| رابط المحتوى: |
عدد مرات التحميل
19
| المستخلص: |
The purpose of this research is to focus on this untapped area. In this research, the unique and different factors have been presented that includes the external elements of green marketing mix and green customer satisfaction. The framework examines the influence on green customers’satisfaction by seven external green marketing mix elements (green people, green providers, green pressure groups, green politicians, green problems, green predictions, green partners) in Jordan. The survey was conducted through a questionnaire on customers of green or environmental products or services who were the focus of this research. To measure the variables, 5-point Likert scale was chosen and for the analysis of casual relationships between factors, Partial Least Squares (PLS) technique was used. According to the empirical findings, the seven external green marketing mix factors under study had positive relationships with green customer satisfaction. The second finding was that the green customer satisfaction was influenced the most by green pressure groups followed by the third finding which identified green problems as the second highest influencer. In addition, the green customer satisfaction was least affected by green predictions. The findings are coherent with other available literature on green marketing. |
|---|---|
| ISSN: |
2519-7436 |
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