The Effect of Green Marketing on Consumers’ Behavior (Case Study: Customers of home Appliance Stores of Kermanshah city)
Ehsan Hosseini1*
1- MA of business management, marketing, Islamic Azad university, Kermanshah branch
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* Corresponding author
Abstract
This research aims of identification the effect of green marketing tools on consumers’ behavior for home appliance stores of Kermanshah city. The methodology of this research was descriptive-correlational. Statistical population of this study includes customers of home appliance stores of Kermanshah city that 331 ones were selected by simple random sampling method, and Rahbar and Abdolvahid marketing tool questionnaire with 8 indexes (2011) and Rahbar and Abdolvahid consumers’ behavior questionnaire (2011) with 13 item were used to analyze data in inferential statistics level (Smirnov-Kolmogorov test, Pearson correlation test, and regression analysis). Research findings showed the significant relationship between green marketing tools and consumers’ behavior, and environment label among green marketing tools with coefficient of 0.358 had the maximum effect on consumers’ behavior and is in the first rank. Then, environment brand with coefficient of 0.344 was in the second rank, and environment advertisement with coefficient of 0.214 was in the third rank.
Keywords: green marketing tools, consumers behavior, home appliance stores, Kermanshah city
