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

Other Title(s)

أثر عناصر المزيج التسويقي الأخضر في التنبؤ برضا المستهلك و مسؤوليته الاجتماعية في مدينة الكرك

Joint Authors

al-Sub, Shifa Abd Allah Abd al-Muti
al-Halsah, Rula Hani

Source

Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series

Issue

Vol. 37, Issue 2 (30 Apr. 2022), pp.13-36, 24 p.

Publisher

Mutah University Deanship of Academic Research

Publication Date

2022-04-30

Country of Publication

Jordan

No. of Pages

24

Main Subjects

Economy

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.

American Psychological Association (APA)

al-Halsah, Rula Hani& al-Sub, Shifa Abd Allah Abd al-Muti. 2022. The impact of 4 p's green marketing mix on consumer’s satisfaction and social responsibility in al-Karak governorate. Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series،Vol. 37, no. 2, pp.13-36.
https://search.emarefa.net/detail/BIM-1347743

Modern Language Association (MLA)

al-Halsah, Rula Hani& al-Sub, Shifa Abd Allah Abd al-Muti. The impact of 4 p's green marketing mix on consumer’s satisfaction and social responsibility in al-Karak governorate. Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series Vol. 37, no. 2 (2022), pp.13-36.
https://search.emarefa.net/detail/BIM-1347743

American Medical Association (AMA)

al-Halsah, Rula Hani& al-Sub, Shifa Abd Allah Abd al-Muti. The impact of 4 p's green marketing mix on consumer’s satisfaction and social responsibility in al-Karak governorate. Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series. 2022. Vol. 37, no. 2, pp.13-36.
https://search.emarefa.net/detail/BIM-1347743

Data Type

Journal Articles

Language

English

Notes

Includes bibliographical references : p. 33-36

Record ID

BIM-1347743