The Impact of Green Marketing on Green Consumer Behaviour in Jordan

Abstract

These days, businesses are conscious that they cannot carry on without being aware of environmental problems. Firms generally face more limited natural resources, and must develop new or alternative ways of marketing. This is how green marketing comes into view, as it looks at how marketing activities utilize those limited resources while satisfying consumers' wants― both of individuals and industry― as well as achieving the organization's objectives. 
 
 The general purpose of this study is to discuss the impact of green marketing strategies on green consumer behaviour in Jordan. This study used the quantitative method to gather accessible data from the study sample. The variables present in this study are marketing mix (product, place, price, promotion), and green consumer behaviour. The Partial Least Squares (PLS) approach as a statistical method was used to analyse the data. The population of the study is 2000 daytime visitors of a traditional day in two Amman malls, from which a sample of 500 randomly distributed questionnaires was analysed, according to 32 items. Results indicated that three out of four variables had a statistically significant relationship to green consumer behaviour. The exception was for the green price factor, which did not show a discernible statistical impact.

The Impact of Green Marketing Strategies on Employees Green Performance: An HRM Perspective

“…Its primary objective is to offer clients environmentally friendly products or services at the most suitable time, place, and price. Green marketing strategy consists of using the 4Ps, starting with: green marketing communication "promotion", by providing consumers engaged in the business's activities with access to and the ability to exchange accurate environmental information [29]. The second is green marketing channels, and its main objective is to educate the distribution channels about the importance of incorporating the green concept into all aspects of the marketing channels.…”

Impact of Social Media Marketing Activities and ESG Green Brand Involvement on Green Product Repurchase

“…Consumers who share green values will try to reduce, avoid or reject consumption that damages the environment [47]. Individuals with higher green values reduce or avoid environmentally harmful products by choosing environmentally friendly alternatives [45,48]; leading simpler lifestyles, and use products for as long as possible before replacing them [49]; and are more aware of the physical and psychological benefits of green products [50]. Hur, et al [51] further suggest that consumers' green values increase their satisfaction with goods and reduce their price sensitivity.…”

Penerapan Konsep Green Marketing dalam Menghasilkan Produk yang Ramah Lingkungan: Sebuah Kajian Konseptual Sebagai Panduan Bagi Peneliti

“…Dampak signifikan ditemukan pada produk ramah lingkungan terhadap niat pembelian ramah lingkungan konsumen di supermarket Sri Lanka (Karunarathna et al, 2020). Sebagai bagian dari strategi pemasaran ramah lingkungan, produk ramah lingkungan secara positif mempengaruhi niat konsumen ramah lingkungan (Rahahleh et al, 2020).…”

“…Oleh karena itu, tugas pemasar adalah membuat produk ramah lingkungan tersedia di semua tempat. Akibatnya, ketersediaan produk ramah lingkungan yang mudah dan teratur secara signifikan mempengaruhi niat pembelian konsumen yang ramah lingkungan (Rahahleh et al, 2020).…”

“…Promosi ramah lingkungan meningkatkan citra ramah lingkungan dan membujuk konsumen untuk beralih ke produk ramah lingkungan dengan menyoroti manfaat lingkungan dan gaya hidup berkelanjutan (D'Souza et al, 2007). Oleh karena itu, penulis sebelumnya secara empiris membuktikan dalam penelitian mereka bahwa strategi promosi ramah lingkungan mendorong konsumen untuk mengubah kebiasaan pembelian konvensional mereka dan beralih ke produk dan layanan ramah lingkungan (Rahahleh et al, 2020;Karunarathna et al, 2020;Mahmoud, 2018;Hossain & Rahman., 2018;dan Boztepe, 2012).…”