The impact of 4 p's green marketing mix on consumer’s satisfaction and social responsibility in al-Karak governorate

Abstract EN

This paper aims at examining the impact of green marketing mix elements of the milk products and its derivatives on the consumer’s satisfaction and social responsibility.

The novelty of this study refers to the term consumer social responsibility and the combination of dependent variables, as well as reveals the extent of consumers ’awareness of the availability of environmental dimensions in the products they consume.

The data was collected through a self-administered survey using a five-point Likert scale.

A convenience sample of 391 dairy consumers of the hypermarkets at Al-Karak city in Jordan was analyzed.

The results showed that while three of the green marketing mix elements could predict 63% of consumer’s satisfaction, the four elements of the green mix as a whole predicted 64.6% of consumer’s social responsibility.

As only 36% of the respondents are fully aware of the green features of the product, the study recommends further similar studies with larger and different populations with the presence of moderating variable (s) such as gender, education level, age, and income.