An analysis of the green response of consumers to the environmentally friendly behaviour of corporations

Abstract

Nowadays, paying attention to the environmental needs and desires of consumers<br />and trying to satisfy them by designing marketing activities in an environmentally<br />friendly way, is the best way to increase their satisfaction and finally, gain<br />competitive advantage. Prior research has paid much attention to the consumer<br />behavior and marketing activities of corporate organizations, but none has studied<br />them in the area of green or environmental aspects. This study aims to fill this<br />research gap. To do so, a sample consisting of 385 consumers of dairy food products<br />in nine areas of Shiraz were selected and surveyed by stratified random method.<br />Also, structural equation modeling (SEM) was used to test hypotheses and it was<br />found that green promotion and green price, respectively, have a significant and<br />positive impact on consumer green satisfaction; whereas the green placement and<br />the green product had not affected consumer green satisfaction. Further, it was<br />revealed that the green satisfaction has a significant and positive impact on<br />consumer green loyalty and word of mouth, respectively.