European Online Journal of Natural and Social Sciences; vol.2, No.3 (s), pp. 641-653 European Online Journal of Natural and Social Sciences 2013; ISSN 1805-3602 641vol.2, No.3 (s), pp. 641-653Studying the effect of green marketing mix on market share increase MehdiAbzari1, FaranakSafari Shad1, Ali AkbarAbedi Sharbiyani1, Atefeh Parvareshi Morad 2 1Department of Administrative Sciences and Economy, University of Isfahan, Isfahan, Iran,2 Department of Educational Sciences and Psychology, University of Isfahan, Isfahan, Iran AbstractConcepts such as green marketing-environ- mental and social marketing have been proposed in marketing literature over time for acting to so- cial responsibility of corporations. Green mar- keting which is known as sustainable marketing too is a process that is implemented today even in developing countries. Due to the issue of pre- serving the environment consumers rethink about the products they purchase. Nowadays, many consumers are prepared to pay a higher price for the products which observe environmental stan- dards for actual protection of the environment. The present paper intended to study the effect of green marketing mix on market share increase in manufacturing companies. To this end, one primary hypothesis and twelve secondary hypoth- eses were proposed. The survey was conducted using descriptive-applied method and researcher self-made questionnaire was tool of data collec- tion. The statistical population included one- hundred fifty nine employees of a manufactur- ing company among whom one hundred persons were selected as research sample using Cochran formula. The results revealed that there is a sig- nificant and positive relation between green mar- keting mix and market share increase and all hy- potheses were confirmed. The present paper has implications for managers of service and industri- al corporations and marketing and management researchers. Keywords:green marketing mix, green market- ing, market share, social responsibility of the cor- poration Introduction The environment has become a vital and cru- cial issue for all people whether as a customer or as a manufacturer. Since traditional market- ing emphasizes customers’ needs excessively and does not consider social welfare and environ- mental issues this matter has entered in all dimen- sions of corporations, it has affected marketing and has been led to the appearance of the concept of green marketing. The term green in market- ing roots in ecological and environmental issues and corporations or people use it when they want to talk about environmental or ecological pres- sures (Doaee, Fathi & Sheikhian, 2009). In re- cent years the global life environment has been deteriorated by gradual growth of the popula- tion and in order to satisfy consumers’ demands. Destruction of environmental systems is related to consumer’s life style and behavior. By grad- ual increasing of awareness of the environment and environmental protection People have taken part in establishment of corporations supporting
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