An Analysis of Consumer Buying Behavior in ''Green Marketing" in Iran

Please enable javascript in your browser.

Iran, Samira | 2011

431 Viewed

Type of Document: M.Sc. Thesis
Language: English
Document No: 41966 (54)
University: Sharif University of Technology, International Campus, Kish Island
Department: Management and Economics
Advisor(s): Askariazad, Mohamad Hossein; Miremadi, Alireza
Abstract:
Environmental problems have been one of the considerable issues since the irreversible characteristics of nature and its effect on human life were recognized. Scientists have proposed a variety of solutions in order to overcome such problems. Green marketing can be regarded as one of the solutions in this area. Similar to most other issues, this concept has been noticed less in developing countries compared to developed countries. Therefore, researchers in this study conducted a comprehensive research on the concept of green marketing in Iran focusing on consumers’ behavior.
To achieve relevant results, two types of research were conducted: qualitative and quantitative. The results of this study helped researchers to achieve the current situation of green marketing in Iran. Moreover, the relationship between different attributes with Iranian green purchasing behavior was tested. Finally, Iranian consumers were clustered into five groups regarding their green behavior; the demographic characteristics of each cluster were discussed as a proper consumer’s profile for each group, as well
Keywords:
Marketing ; Consumer Behavior ; Green Products ; Green Consumption

No TOC