Investigating the relationship between green marketing mixes and customer purchase intention (Case study: customers of online stores in Mashhad)
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Article Type:
Case Study (بدون رتبه معتبر)
Abstract:

The present study is applied in terms of purpose and descriptive-analytical method using a questionnaire. The purpose of this study is to investigate the relationship between green marketing mixes and customer buying intentions. The statistical population of the study was the customers of online stores in Mashhad and the number of samples was calculated using the Cochran's formula 384 people. The validity of the questionnaire questions was confirmed by professors and experts in the field of psychology, its reliability was calculated by Cronbach's alpha test of 0.82. After confirming and determining the validity and reliability, the questionnaire was distributed by the researcher among the customers of online stores in Mashhad by simple random sampling method. SPSS software was used to analyze the data obtained from the questionnaire. Kolmogorov-Smirnov test showed that the data were abnormal. Finally, Spearman tests were used to test the research hypotheses. The results of analysis of the results showed that the correlation between the two variables of marketing mixes (product, price, promotion, location) and the intention to buy environmentally friendly products with a coefficient of 0.769 and 0.001 sig = confirmed and accepted with a 95% confidence level Is. Due to the fact that the level of significance in the correlation coefficient is less than five percent, so there is a direct and significant relationship between the two variables of marketing mix and the intention to buy environmentally friendly products. As a result, the H0 hypothesis is rejected and the H1 hypothesis is approved.

Language:
Persian
Published:
Journal of Accounting and Management vision, Volume:3 Issue: 28, 2020
Pages:
107 to 116
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