Authors : Mohammad Mehdi Parhizgar and Hossein Vesal
Abstract: This study examined the effects of green marketing mixon consumers buying decision process energy efficient appliances containing energy label. Statistical population of this study was buyers and consumers of Lar City. Sampling method in this population was randomanda sample of 382 individuals, decision makers for buying were selected and analyzed. Therefore, in this study, after stating goals and significance of the research objectives and raising related questions, the theoretical and research bases of green marketing and consumer buying decision process were discussed and also the acceptance criteria of green production and environmental standards studied and energy label was introduced. In order to examine the four elements of green marketing mix (green product, green price, green distribution, green promotion) and the impact of these elements on decision-making processof consumers buying and after collecting the data by distributing questionnaires SPSS Software was used to measure and analyze the variables. At the end, it was specified that the most influence belongs to green product also the impact of each green marketing mix characteristics on buying decisions was determined.
Mohammad Mehdi Parhizgar and Hossein Vesal, 2016. Analysis of Green Marketing Mix Impact on Consumer Buying Behavior. International Business Management, 10: 1306-1311.