مدى تبني المستهلك الأردني للتسويق الأخضر و البيئي : دراسة ميدانية

Abstract EN

The purpose of this study is to describe environmental and green marketing and adoption extent of consumer behaviors by Jordan consumers intending to preserve and caring environment and identifying whether such adoption vary by some demographic variables.

The population of the stuyd consisted of Jordanian consumers in Amman city who are regular shoppers in such big malls as (Mecca Mall, C Town, and Carfour).

The sample (N=350) was selected with convenient method during the period from April 01, 2008 to April 30, 2008.

The Likert-type 5-point scale questionnaire used in the present was specifically designed to collect the preliminary data and included 22-variables.

The data gathered were analyzed using the Statistical Program for Social Sciences (SPSS), and to test for sample characteristics, repetitive (means, standard decimations, and percentages) and descriptive statistics were used.

To analyze hypotheses, One-Way analysis of variance and One-Sample test were used; and Chronbach Alpha Coefficient was used to test for reliability.

Major findings revealed higher conviction degree showed by Jordan consumers with the green marketing concepts and applications.

In addition, participants showed higher consciousness degree to the necessity for environment maintenance as responses clearly showed that Islamic and social moral values significantly motivated environment preservation.

In light of earlier results, a number of recommendations were presented.

Keywords: Green marketing, Environment Caring, Environmental Conscious, Islam and Environment