Evaluation of the Relationship Between Demographic Features of Supermarket Customers and Green Marketing Behaviors: The Case of Silifke

İlter Helvacı, Mithat Turhan, Onur Köprülü

Abstract


The aim of this research is to investigate the decision-making process and information gathering methods of supermarket customers regarding “Green Marketing” in Silifke district. Survey has been the main data gathering method. According to survey results applied to a supermarket having high level of customer population for one week period, we aimed to observe the impacts of customers’ demographic features and their information level about green marketing on their decision-making process in supermarket shopping. During one week of survey process we have ascertained the population volume as 3000. Therefore, sampling volume has been chosen as 120 according to convenience sampling method. According to the results of statistical analysis it has been observed that there is statistical relationship among green product purchasing behavior and perceived consumer efficiency on demographic indicators such as gender, educational level and marital status. Student’s t test was used for the comparison of the means of 2 independent groups, one way ANOVA test, Pearson Correlation Analysis were used for the comparison of the means of 3 or more independent groups, Cronbach’ Alpha coefficient, KMO and Bartlett tests were used in order to evaluate the internal consistency of scale items and compliance analysis. 

References


Rahbar, E. And Wahid, N. A. (2011). Investigation of Green Marketing Tools' Effect on Consumers' Purchase Behavior, Business Strategy Series, VOL. 12 NO. 2 2011, pp. 73-83, Q Emerald Group Publishing Limited, ISSN 1751-5637

Chan, R. Y. K. (2001). Determinants of Chinese Consumers’ Green Purchase Behavior, Psychology &Marketing, Vol. 18(4): 389–413 , _ 2001 John Wiley &Sons, Inc.

Cherian, J. And Jacob, J. (2012). Green Marketing: A Study of Consumers’ Attitude towardsEnvironment Friendly Products, Asian Social Science; Vol. 8, No. 12; 2012, ISSN 1911-2017 E-ISSN 1911-2025, Published by Canadian Center of Science and Education

Seyfang, G. (2004). Eco-warriors in the Supermarket? Evaluating the UK Sustainable Consumption Strategy as a Tool for Ecological Citizenship, CSERGE Working Paper, EDM, No. 04-07

Luck, E. and Ginanti, A. (2013). Online Environmental Citizenship: Blogs, Green Marketing and consumer sentiment in the 21st Century, Electronic Green Journal, 1(35) (2013), UCLA Library, UC Los Angeles, http://www.escholarship.org/uc/item/3kg578ph

Delafrooz N, Taleghani M, Nouri B. (014). Effect of Green Marketing on Consumer Purchase Behavior, QScience Connect 2014:5 http://dx.doi.org/10.5339/connect.2014.5

Landua, I. (2008). Gaining Competitive Advantage through Customer Satisfaction, Trust and Confidence in Consideration of the Influence of Green Marketing, Master Thesis, University of Gavle, Department of Business Administration

Getzner, M. and Grabner-Krauter, S. (2004). Consumer Preferences and Marketing Strategies for “Green Shares”: Specifics of the Austrian Market, International Journal of Bank Marketing, Vol. 22 No. 4, 2004, pp. 260-278, q Emerald Group Publishing Limited, 0265-2323, DOI 10.1108/02652320410542545

Carrete, L. et. al. (2012),"Green Consumer Behavior in an Emerging Economy: Confusion, Credibility, and Compatibility", Journal of Consumer Marketing, Vol. 29 Iss: 7 pp. 470 – 481

Mishra, P. and Shama, P. (2014). Green Marketing: Challenges and Opportunities for Business, © BVIMR Management Edge, Vol. 7, No. 1 (2014) PP 78-86

Kalafatis, S. P. et. al. (1999). Green marketing and Ajzen's theory of planned behaviour: a cross-market examination, JOURNAL OF CONSUMER MARKETING, VOL. 16 NO. 5 1999, pp. 441-460, # MCB UNIVERSITY PRESS, 0736-3761

Jain, S. J. and Kaur, G. (2004). Green Marketing: An Attitudinal and Behavioural Analysis of Indian Consumers, Global Business Review 2004 5: 187,DOI: 10.1177/097215090400500203

Peattie, K. and Crane, A. (2005),"Green marketing: legend, myth, farce or prophesy?", Qualitative Market Research: An International Journal, Vol. 8 Iss: 4 pp. 357 – 370

Shrum, L J; McCarty, John A; Lowrey, Tina M. (1995). Buyer Characteristics of the Green Consumer and Their Implicaitons for Advertising Strategy, Journal of Advertising; Summer 1995; 24, 2; ABI/INFORM Global, pg. 71

Yung, W., Hwang, K., Mcdonald, S. and Oates, C. J., 2010. Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18 (1), pp. 20-31.

Schlegelmilch, B. B., Bohlen, G. M. and Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness, European Journal of Marketing, Vol. 30 No. 5, 1996, pp. 35-55. © MCB University Press, 0309-0566


Refbacks

  • There are currently no refbacks.


............................................................................................................................................................................................................................

HOW DO YOU REGISTER and SUBMIT AN ARTICLE?

Registering and Logging in

Submitting an Article