Green Marketing is an Approach to Influencing Consumer Shopping Behavior (Case Study: Customers of Grocery Stores in Shiraz)

This study investigates the effectiveness of green marketing strategy on consumer buying behavior (a case study of customers of large grocery stores in Shiraz). The research is applied in terms of purpose and descriptive-survey in terms of how it is performed. The statistical population of this study is all customers of large food stores in Shiraz. In this study, random sampling method was used and 384 people were selected as the sample. Research data were collected using two standard questionnaires of green marketing and customer buying behavior. The content validity of the research questionnaires was confirmed by experts. Also, using Bartlett test, the validity of Green Marketing Questionnaire and Customer Purchasing Behavior Questionnaire was confirmed. The reliability of the research questionnaires was calculated using Cronbach's alpha method. The obtained data were analyzed using descriptive and inferential statistics. The results of the study showed that green marketing is effective on consumer shopping behavior in large grocery stores in Shiraz. Also, the results of T-test showed that there is no significant difference between the views of male and female customers about the effect of green marketing on consumer buying behavior in large grocery stores in Shiraz.