The Impact of 4 p's Green Marketing Mix on Consumer’s Satisfaction and Social Responsibility in Al-Karak Governorate
Abstract
Satisfaction and Social Responsibility in Al-Karak Governorate
Rula Hani AlHalaseh [1]
rula-ad@mutah.edu.jo
Shifah Abdulla Al-Sou’b
Abstract
This paper aims at examining the impact of green marketing mix elements of the milk products and its derivatives on the consumer’s satisfaction and social responsibility. The novelty of this study refers to the term consumer social responsibility and the combination of dependent variables, as well as reveals the extent of consumers ’awareness of the availability of environmental dimensions in the products they consume. The data was collected through a self-administered survey using a five-point Likert scale. A convenience sample of 391 dairy consumers of the hypermarkets at Al-Karak city in Jordan was analyzed. The results showed that while three of the green marketing mix elements could predict 63% of consumer’s satisfaction, the four elements of the green mix as a whole predicted 64.6% of consumer’s social responsibility. As only 36% of the respondents are fully aware of the green features of the product, the study recommends further similar studies with larger and different populations with the presence of moderating variable (s) such as gender, education level, age, and income.
Keywords: Green marketing mix, Dairy products, Consumer’s satisfaction, Social responsibility
[1] College of Business Administration, Mutah University.
Resaved: 12/3/2020. Accepted: 2/9/2020.
© All rights reserved to Mutah University, Karak, Hashemite Kingdom of Jordan,2022
أثر عناصر المزيج التسويقي الأخضر
في التنبؤ برضا المستهلك ومسؤوليته الإجتماعية في مدينة الكرك
رولى هاني الهلسه[1]
شفاء عبدالله الصعوب
ملخص
هدفت هذه الورقة إلى دراسة تأثير عناصر مزيج التسويق الأخضر لمنتجات الألبان ومشتقاتها في رضا المستهلك ومسؤوليته الاجتماعية. تعد هذه الدراسة من الجدة والحداثة بمكان إذ ربطت بين البعد البيئي ورضى المستهلك في قطاع منتجات الألبان ومشتقاتها وكذلك يكشف عن مدى وعي المستهلكين لتوفر أبعاد العناصر البيئية في المنتجات التي يستهلكونها. وللإجابة عن فرضيات الدراسة، جمعت البيانات من خلال استبانه بنيت من قبل الباحثتين. تم اختيار 391 مستهلكاً لمنتجات الألبان من رواد محلات الهايبر ماركت في مدينة الكرك/ الأردن كعينة ملائمة. أظهرت نتائج تحليل البيانات أن لثلاثة من عناصر المزيج التسويقي الأخضر القدره على توقع 63 ٪ من رضى المستهلك، في حين تمكنت عناصر المزيج التسويقي الخضراء الأربعة من التنبؤ بـ 64.6 ٪ من المسؤولية الاجتماعية للمستهلك. نظرًا لأن 36٪ فقط من المجيبين على دراية تامة بالميزات الخضراء للمنتج، فتوصي الدراسة بإجراء مزيد من الدراسات المماثلة لعينات مختلفة واختبار متغيرات معدلة مثل الجنس ومستوى التعليم والعمر والدخل.
الكلمات الدالة: المزيج التسويقي الأخضر، منتجات الألبان ، رضا المستهلك ، المسؤولية اجتماعية
[1] كلية إدارة الأعمال، جامعة مؤتة.
تاريخ تقديم البحث: 12/3/2020م. تاريخ قبول البحث: 2/9/2020م .
© جميع حقوق النشر محفوظة لجامعة مؤتة، الكرك، المملكة الأردنية الهاشمية، 2022 م.
Keywords
Full Text:
PDFReferences
References
Ai Ling, A. P. (2007). The Impact of Marketing Mix on Customer Satisfaction: A Case Study Deriving Consensus Rankings from Benchmarking. Master Dissertation, National University of Malaysia- Bangi.
Aji, N., Djawahir, A., & Rofiq, A. (2019). The influence of products and promotions on purchasing decisions mediated in purchase motivation. Jurnal Aplikasi anajemen 17(1):152-161. DOI: 10.21776/ub.jam.2019.017.01.17
Al Muala, A., & Al Qurneh, M. (2012). Assessing the relationship between marketing mix and loyalty through tourists satisfaction in Jordan curative tourism. American Academic & Scholarly Research Journal, 4(2), 2162-3228, ISSN 2162-321X E-ISSN.
Alshurideh, M., Masa'deh, R., & Alkurdi, B. (2012). The effect of customer satisfaction upon customer retention in the Jordanian mobile market: An empirical investigation. European Journal of Economics, Finance and Administrative Sciences, 47, ISSN 1450-2275.
Azmini, G., & Shabani, M. (2016). The effect of green marketing mix on purchase decision-making styles of customers, International Journal of Advanced Biotechnology and Research (IJBR), 7, Special Issue-Number2-April, 797-805. http://www.bipublication.com
Barnet, M. L. (2007). Stakeholder influence capacity and the variability of financial returns to corporate social responsibility. Academic Management Review, 33(3), 794-816.
Bansal, P., (2005). Evolving sustainably: a longitudinal study of corporate sustainable development Strategy. Management Journal, 26(3): 197-218.
Bhalerao, V. R. & Deshmukh, A. (2015). Green marketing: Greening the 4 Ps of marketing. International Journal of Knowledge and Research in Management & E-Commerce, 5(2), 5-8.
Brécard, D., Hlaimi, B., Lucas, S., Perraudeau, Y., & Salladarré, F. (2009). Determinants of demand for green products: An application to eco-label demand for fish in Europe. Ecological Economics, 69(1), 115-125.
Cadotte, E. R., Woodruff, R. B., & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of marketing Research, 24(3), 305-314.
Chen, L. (2013). A study of green purchase intention comparing with collectivistic (chinese) and individualistic (american) consumers in Shanghai, China. Information Management and Business Review, 5(7): 342- 346.
Chang, N. J., & Fong, C. M. (2010). Green product quality, green corporate image, green customer satisfaction and green loyalty. African Journal of Business Management, 4(13), 2836-2844.
Cheema, S., Durrani, A. B., Khokhar, M. F., & Pasha, A. T. (2015). Influence of Green Marketing Mix and Customer Fulfillment: An Empirical Study. International Journal of Sciences: Basic and Applied Research (IJSBAR), 24(6), 168-177.
D’Souza, C., Taghian, M., & Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communications: An International Journal, 11(2), 162-173.
Dey, D. (2007). Energy efficiency initiatives: Indian experience. ICFAI Business School, Kolkata. Retrieved from http://ebookbrowse.com/dey-paper-pdfd173493648
Farris, P.W., Neil, T.B., Phillip, E., & Rubinstein J.D. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Upper Saddle River, New Jersey: Pearson Education, Inc.
Gleim, M. (2011). From green to gold: Three essays on corporate social responsibility as a marketing strategy.
Haroon Basha, I. (2015). Green Promotion: A study on its impact towards the business and environmental protection. International Journal of Accounting & Business Management. 3(1), 222-227, ISSN: 2289-4519 DOI: 10.24924/ijabm/2015.04/v3.iss1/222.227.
Hashem, T. N. & Rifai, N. A. (2011). The influence of applying green marketing mix by chemical industries companies in three Arab States in West Asia on consumer's mental image. International Journal of Business and Social Science. 2(3).
Kuo, t. C., Hsu, c. W., Ku, k. C., Chen, p. S., & Lin, c. H. (2012). A collaborative model for controlling the green supply network in the motorcycle industry. Advanced engineering informatics.
Kushwaha, G. S. & Kumar, A. (2014). Impact of Green Marketing Practices on Customer Satisfaction among the Leather Industries’ Customers. Asia-Pacific Journal of Management research and Innovation, 10(1), 79-88.
Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, 5(2), 127-135 http://creativecommons.org/licenses/by-nc-nd/4.0/
Marchera, R.W. (2019). The Influence of Customer Perception on the Relationship Between Green Marketing Practices and Customer Satisfaction in the Soft Drink Industry in Nairobi Kenya, European Journal of Business and Management, 11(3),148-158, ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) DOI: 10.7176/EJBM
Novela, S., Novita, & Hansopaheluwakan, S. (2018). Analysis of Green Marketing Mix Effect on Customer Satisfaction using 7p Approach, Pertanika Journal of Social Science & Humanities, 26 (T): 131 – 144.
Onditi, A. (2016) Green Marketing and Consumer Satisfaction, Journal of Marketing and Consumer Research www.iiste.org ISSN 2422-8451 An International Peer-reviewed Journal, 29.
Page, N., & Eddy, C. (1999). The correlation between service quality, satisfaction and loyalty, Australian & New Zealand Marketing Academy Conference. University of New South Wales School of Marketing, Sydney
Pathak, D. (2017). Role of green marketing in satisfying the customers and its impact on environmental safety. International Research Journal of Interdisciplinary & Multidisciplinary Studies (IRJIMS), 2(12), 17-29. http://www.irjims.com, ISSN: 2394-7969 (Online), ISSN: 2394-7950 (Print)
Peattie, K., & Crane, A. (2005). Green marketing: legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357-370. https://doi.org/10.1108/13522750510619733
Pujari, D., Wright, G., Peattie, K. (2003). "Green and competitive: influences on environmental new product development performance". Journal of Business Research, 56(8), 657-71.
Rakhsha, R. & Majidazar, M. (2011). Evaluation of effectiveness of green marketing mix on consumer satisfaction and loyalty: (Case Study: The East Azarbaijan Pegah Dairy Company in Tabriz, Iran). Middle-East Journal of Scientific Research, 10(6): 755-763.
Sharma, Y. (2011). Changing consumer behaviour with respect to green marketing–a case study of consumer durables and retailing. International Journal of Multidisciplinary Research, 1(4): 152-162.
Singh, p. B., & Pandey, k. K. (2012). Green marketing: Policies and practices for sustainable development. Integral review, 5(1), 22-30.
Singh, G. (2013). Green: the new colour of marketing in India. ASCI Journal of Management, 42(2): 52-72.
Solaiman, M., Osman, A., & Halim, M. S. B. A. (2015). Green marketing: A marketing mix point of view. International Journal of Business and Technopreneurship, 5(1), 87-98.
Sunaryo, R. Y. D. (2015). The effect of green marketing, corporate social responsibility on brand bquity and customer loyalty. European Journal of Business and Management, 7(34), 93-103, www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Wadhwa, B., & Vashisht, A. (2013). Study on awareness level of retailers as well as consumers towards green marketing. Available at SSRN 2207232.
Walker, R. H., & Hanson, D.J. (1998). Green marketing and green places: A taxonomy for the destination marketer. Journal of Marketing Management, 14(6), 623–39.
Yazdanifard, R., & Mercy, I. E. (2011). The impact of green marketing on customer satisfaction and environmental safety. International Conference on Computer Communication and Management, 5, 637-641. IACSIT Press, Singapore.
Zhou, X., & Schoenung, J. M. (2007). An integrated impact assessment and weighting methodology: Evaluation of the environmental consequences of computer display technology substitution. Journal of Environmental Management, 83(1), 1-24.
DOI: http://dx.doi.org/10.35682/1732
Published by
MUTAH UNIVERSITY