TITLE

A study on the effect of green marketing on consumers' purchasing intention

AUTHOR(S)
Fallah, Mehdy; Ebrahimi, Mohammad Reza
PUB. DATE
March 2014
SOURCE
Management Science Letters;2014, Vol. 4 Issue 3, p421
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
During the past two decades, there have been significant damages on environment such as ozone layer depletion, global warming effects, etc. and people are getting more concerned about taking necessary actions to help environment. The purpose of this paper is to study the effect of green marketing on consumers' purchasing intention in dairy industry. The proposed study designs a questionnaire and distributes it among 154 randomly selected people who purchase dairy products in four different regions of city of Babol, located in north region of Iran. Using structural equation modeling, the study has detected that green marketing influences on consumers' purchasing intention, positively.
ACCESSION #
94681592

 

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