An Investigation of Audience Reaction to Green Marketing Considering the Role of Personality Perception

Document Type : Research Article

Authors

1 Assistant Professor, Department of Industrial and Technology Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran

2 Professor, Department of Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran

3 MSc, College of Farabi, University of Tehran, Tehran, Iran

Abstract

This research investigates the reaction of green marketing activities audience to suchlike activities considering the mediating role of retailer brand personality perception. The sample consisted of 458 customers of Hyperstar that were exposed to and audited by the company's green marketing activities. A questionnaire was used to collect data, the reliability of which was measured by a pre-test taken by a sample of 30 customers. The measurement models were examined and the hypotheses were tested using statistical techniques including confirmatory factor analysis and structural equation modeling in Amos 22 software. The variables of attitude, trust, satisfaction, and purchase intention were conceptualized as audience reaction construct. The results of the study showed that green marketing affects reaction indirectly through personality perception; however, the direct impact of green marketing on the reaction was not confirmed. Moreover, in relationships among audience reaction variables, the impacts of satisfaction on trust, trust on attitude and purchase intention, and attitude on purchase intention were confirmed, while the impact of satisfaction on attitude was rejected.

Keywords

Main Subjects


Ahmadinejad, M., Hosseini, M.H. (2008). "Study of the effect of customer satisfaction, customer trust in the brand and brand equity in customer behavioral and attitudinal loyalty (Case Study: Refah Bank)", Business Reviews, No. 33, p. 42. (in Persian)
Amirshahi ,M., Yazdani, H.M,. Aulipour, E. (2013). Investigation of Green Marketing Tools' Effect on Consumers' Behavior among Members of Social Networks in Iran, Quarterly Journal of Modern Marketing Research, No. 11, pp. 42-44. (in Persian)
Aurier,P.;N’Goala,G.(2010), “The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development.J.Avad.Market.Sci.38(3),p303.
Azizi,S ., Jamali,S., Rezaie, M. (2012). Surveying the relationship between brand equity and brand-customer personality congruency Noormagz Magazine, Management: New Marketing Research, No. 7, pp. 75-79. (in Persian)
Bali, Ozkan ; Kose ,Erkan ; Gumus ,Serkan(2013) “Green supplier selection based on IFS and GRA, Grey Systems: Theory and Application”, Emerald Group Publishing, Vol. 3 No. 2, 2013 p 158.
Bouzanjani, A.A,. Kordshouli, H.R. (2012).  Investigating the Effect of Green Marketing Mix on Consumers Green Purchase Decision (Study in Consumers of Shiraz Pegah Dairy Product Company), Journal of Modern Marketing Research, No. 1, pp. 169-172. (in Persian)
Brengman,M.,Willems,K.,(2009) ,” Determinants of fashion store personality:a consumer persperctive”, Journal brand management.18(5),p346.
Byrne, Barbara M. (2010) Structural Equation Modeling with AMOS: Basic Concepts, Applications, & Programming, 2th edition, New York: Taylor & Francis Group.
Chan, R.Y.K. (2004), ‘‘Consumer responses to environmental advertising in China’’, Marketing Intelligence & Planning, Vol. 22 No. 4, pp 429-431.
Chang, Kou-Cien; Hsu, Chia-Lin & Chen, Mu-Chen (2019), “How green marketing, perceived motives and incentives influence behavioral intentions”, Journal of Retailing and Consumer Services, vol. 49, p 336-345
Chen.Tan Booi;Chai,Lau Teck(2010),Attitude towards the environment and green products: consumer’s perspective management science and engineering,4,p30.
Chen Yenming J. ; Chen Tsung-Hui (2018), Fair sharing and eco-efficiency in green responsibility and green marketing policy, International Journal of Production Economics, DOI: 10.1016/j.ijpe.2018.09.003
Chen,Yu-Shan;Chang, Ching-Hsun(2013), “Toward green trust: the influences of green perceivedquality,green perceived risk,and green satisfaction”,management deceision ,Vol 51,p64.
Cox, M. J. (2008). “Sustainable Communication: A Study of Green Advertising and Audience Reception within the growing arena of Corporate Social Responsibility. Case Study: British Petroleum”. Earth& E-nvironment, 3, P39.
Cref,Douglas C; Borin,Norm ;Krishnan,R.(2011), “Consumer effects of environmental impact in product labling”, Journal of consumer marketing,28,p77.
Cutler, P., translated by Forouzandeh, B. (2006). "Marketing Management Analysis, Execution Planning and Control", Amokhteh Publications, pp. 66, 78, 498 and 499. (in Persian)
Das,G.,Datta,B,Guin,KK.,(2012) “Impact of retailer personality on consumer-based retailer equity:an empirical study of retail brands” ,Asia pac.Journal market.logist.24(4),p619.
Delgado-Ballester,Elena and Munuera-Aleman,Jose Luis(2000) “Brand trust in the context of consumer loyalty”,European Journal of Marketing ,Vol.35 No11/12,pp1241-1243.
Ekinic,Y.;Dawes,P.L;Massey,G.R(2008), “An extended model of antecedents and consequences of consumer satisfaction for hospitality services”, Eur,Journal market.42(1/2),p35.
Espejel,Joel ; Fandos, Carmina ; Flavian, Carlos(2008), “Consumer Satisfaction:A key factor of consumer loyalty and buying intention of a food product”,Vol.110 No.9,pp867-869.
Evans ,Wendy ; Denney, Marion, (2009), “Greening retail: best environmental oractices of leading retailers from around the word”,pp1-22.
Faizi, K., Kazazi, A., Wahab, K.S. (2008), Impact of the use of CRM (Customer Relationship Management) on customers' satisfaction by SERQUAL model in PEC (Parsian Electronic Commerce), Noormagz Specialized Journals Database, Improvement and Transformation Management Studies, No. 57, pp. 106- 115. (in Persian)
Fallah, M., Salili, S., Ebrahimi, M.R (2014) "The Impact of Green Marketing Mix on Consumers' Purchasing Intent (Case Study: Saleh Dairy Company in Babol)", International Conference on Green Economy Online, p.1. (in Persian)
Fathi, A,. Doaei, H.A., Sheikhian, K. (1385). "Green Marketing: A Road to Sustainable Competition", Tadbir, Year 17, No. 173, pp. 29-34. (in Persian)
Flavin,Carlos ; Guinaliu,Miguel,(2006) “Consumer trust,perceived security and privacy policy:three basic elements of loyalty to a web site”,Industrial Management&Data Systems,Vol.106No.5,pp601-602.
Fournier,S(1998), “ consumers and their brands:developing relationship theory in consumer research. Journal. Consumer.res.24(4),p343.
Ganesh,S.K.G; Vaishnavi,G;Thomas,Charlie(2014), “Environmental behavior of consumers vis –a-vis consumer relationship,trust and loyalty:some research reflection and organizational practices” ,Journal of business studies quarterly,p95.
Geuens M.; Weijters B.; Wulf K.D.,(2009) “A new measure of brand personality”, Intern J. of research in marketing,26,pp97-100.
Grant, J. translated by Emami, M.H., Seraidarian, M,. Sotoudeh, S. (2008). "New Approaches to Green Marketing", Asman Negar, pp. 23-150. (in Persian)
Grant, J. translated by Emami, M.H., Seraidarian, M,. Sotoudeh, S. (2008). "New Approaches to Green Marketing", Asman Negar, pp. 27-206. (in Persian)
Hair JR, Joseph F., Black, William C. & Anderson, Rolph E.(2006) Multivariatedat,7thedition,availableat:http://www.mediafire.com/?mkrzmjmmonn(accessed 1 December 2013).
Hawkins, D. (2006). "Consumer Behavior in Marketing Strategy Development", translated by Ahmad Rousta and Atieh Batahi, Tehran: Sargol, first, p.296. (in Persian)
Helgeson,J.G.;Supphellen,M.(2004), “A conceptual and measurement comparison of self-congruity and brand personality.International journal market Res.46(2),p205.
Hu, Y. (2010). “An investigation on the linkage between purchase intention and service quality in the E-commerce context”, International Conference on Innovative Computing and Communication and 2010 Asia-Pacific Conference on Information Technology and Ocean Engineering, pp. 305.
Hulten,peter(2012), “green marketing:consumers’ attitudes towards Eco-friendly products and purchase intention in the fast moving consumer goods sector”,Master thesis,p53.
Hultman ,Magnus ;Leonidas C. Leonidou , ;. (2010). “ Evaluating the green advertising practices of international firms: a trend analysis”, Emerald Group Publishing, International Marketing Review, , 28,PP 4-27.
Igbazua, Erdoo Mercy;Yazdanifard,Rashad(2011), “The impact of green marketing on consumer satisfaction and environmental safety”,International Conference Computer Communication and Management Prof.of csit Vol.5,pp637-638.
Issaei, M., Bagheri, S.M. (2014) "The Impact of Green Marketing Mixed Elements on the Attitudes of Cosmetics Consumers (Case Study: Cosmetics Consumers in Shiraz", International Conference and Green Economy Online, p.1. (in Persian)
Jones ,Peter ; Comfort, Daphen,(2005), “What’s in store ? Retail marketing and corporate social responsibility”, Emerald Group Publishing, marketing intelligence & planning,Vol.25 No. 1, pp. 20-25.
Karna ,Jari ; Hanson ,Eric ,(2001), “ Social responsibility in environmental marketing planning, Emerald Group Publishing” ,Europen Journal of Marketing  ,Vol.37 No.5.6 pp 848-849.
Kushwaha ,G.S; Kumar, Anil(2014), “ Impact of green marketing practices on consumer satisfaction among the leather industries’ customers” , Asia-pacific Journal of management research and innovation,p79.
Lee ,Simon ;Lawson, Assion(2010) “Perceived price fairness of dynamic pricing “,Journal of Industrial Mnagement &Data System,111,p531.
Lombart,Cindy ; Louis,Didier,(2013), “Astudy of the impact of Corporate Responsibility on retailer personality and consumers’ reaction(satisfication-trust and loyalty to the retailer)”,journal of Retailing and Consumer Services,Elsevier publishing,pp1-11.
Louis, D., & Lombart, C. (2012). Consumer satisfaction and loyalty:two main consequences of retailer persona;ity.Journal of retail.consum.Serv.19(6),p644
Menon, A.; Chowdhury, J. ; Jankovich, J. (1999), “Evolving paradigm for environmental sensitivity in marketing programs: a synthesis of theory and practice”, Journal of Marketing Theory and Practice, Vol. 7 No. 2, p 11.
Mirahimi, S., Feyz, D., Zarei, A. (2013). "Thesis: Investigating the effect of store image on shopping intention (Case study: Customers of Pattan Jame stores). (in Persian)
Moniri, M. (2012), Green Marketing, Beh Oran Publications, pp. 14-88. (in Persian)
Okazaki,S.,Katsukura,A.,Nishiyama,M.(2009), “How mobile advertising works:the role of trust in improving attitudes and recall.Journal advertising Res.47(2)p165.
Papadas, Karolos Konstantinos; Avlonitis, George J.; Carrigan, Marylyn; Piha, Lamprini (2019), The interplay of strategic and internal green marketing orientation on competitive advantage, Journal of Business Research, Vol.104, P 632-643
Papadas, Karolos-Konstantinos ; Avlonitis, George J. & Carrigan, Marylyn (2017), “Green marketing orientation: Conceptualization, scale development and validation”, Journal of Business Research, Vol.80, P 236-246
Perepelkin,Jason ; Di Zhang,David(2011) , “Brand personality and consumer trust”,International Journal of Pharmaceutical and Healthcare Marketing,Vol.5 No.3,p178.
Polonsky, M. J. ; Rosenberger, P. (2001). “Reevaluating Green Marketing: a Strategic approach”,Journal of Business, p2
Rahbar, E.; Abdul Wahid, N. (2011), “Investigation of green marketing tools’ effect on consumers’ purchase behavior”, Business Strategy Series, Vol. 12 No. 2 , pp. 74-76.
Rajagopal (2006), “ Insights from research  Brand excellence: measuring the impact of advertising and personality on buyng decision”,Measuring Business Excellence,Vol 10 No.3 p60.
Ramezanian, M.R., Esmaeilpour, R., Tondkar, S.H. (2010). "The Impact of Green Marketing Blend on Consumer Purchasing Decision Making Process (Case Study: Household Consumers of Rasht Energy Saving Lamps)", Journal of Business Management, Volume 2, Number 5 , Pp. 80-84. (in Persian)
Ratman,Umanakenan(2013), “ green marketing practices and consumer satisfaction” , Social siences research network,p51.
Rex, E. ; Baumann, H. (2007), ‘‘Beyond ecolabels: what green marketing can learn from conventional marketing’’, Journal of Cleaner Production, Vol. 15, pp. 567.
Royne,M.B.;Levy,M.; Martinez,J.(2011), “ The public health implication of consumers’ invironmental concern and their willingness to pay for an eco-friendly product”,The Journal of consumer Affairs.Vol.45No.2,p1
Saadat, M., Naeiji, M.J., Ashkannejad, M. (2007). "Green Marketing: The Golden Key to Third Millennium Marketing, Commercial Surveys, No. 25, pp. 125-128. (in Persian)
Schumacher, R.E,. Lomex, R.J. (2009). An Introduction to Structural Equation Modeling, First Edition, translated by Vahid Ghasemi, Tehran: Sociologists Publications. (in Persian)
Safari, A,. Rashidpour, A., Hosseinzadeh, S. (2014). " Effect of green marketing mix elements on customers loyalty to brand Naghsh e Jahan Sugar co., Quarterly Journal of Modern Marketing Research, Fourth Year, Second Issue , P1. (in Persian)
Singh,P. B. ; K. Pandey, Kamal,(2012), “Green Marketing: Policies and Practices for Sustainable Development”, Integral Review- A Journal of Management ISSN :2278-6120, Volume 5, No. 24-27.
Simão, Lidia; Lisboa Ana (2017), Green Marketing and Green Brand – The Toyota Case, Procedia Manufacturing, Vol. 12, p 183-194
Stanaland,A.J.S.; Lwin,M.O.;Murphy,P.E.(2011), “Consumer perceptions of the antecedents and consequences of corporate social responsibility.”, Journal business ethics 102(1),p47.
Tan,Benjamin(2002), “Understanding consumer ethical decision aking with respect to purchase of pirated software”,Journal of consumer marketing,Vol.19No.2,p98.
Zentes,S(2006)”Measurement of retailers’ price images with a multiple-item scale”.Int.Rev.retail,distrib.consume.Res.16(3),p297..