An empirical survey: Can green marketing really entice customers to pay more?
Journal Title: E3 Journal of Business Management and Economics - Year 2011, Vol 2, Issue 4
Abstract
This research integrated the Social Cognition Theory and the Engel Kollat Blackwell customers’ purchasing model (EKB model) to synthetically discuss the three kinds of possible relations comprising “does negatively entice”, “does possibly entice” and “does positively entice” between green-marketing and customers’ purchasing and payment, with consideration given to environmental-protection issues. Based on the measured results, the most contributed contention of this research not only utilized three cross-analytical theories consisting of the social cognition theory (SCT) , the Fuzzy theory (FT) and the EKB model, and the novel F-ANP of the MCDM methodology to evaluate the collected data but it also manifested that Green-marketing does possibly entice customers to pay more (GMPECPM). These measured results have distinctly stunned the fundamental assumption in the traditional green-marketing research field that customers were supposed to be willing to pay more for green products and services because they were supporting green initiatives and helping environmental-protection. Further, major future research directions were also briefly demonstrated in this research as (1) the collection data have to be strengthened to gather more empirical customer feedback, corporate management comments, and professional scholars’ reports; (2) enterprises have to resoundingly establish a green-branding initiative after successfully executing green-marketing strategies.
Authors and Affiliations
Ming-Yuan Hsieh
Keywords
Related Articles
- EP ID EP97658
- DOI -
- Views 149
- Downloads 0
0-1 integer interval number programming approach for the multilevel generalized assignment problem
In this paper, an approach is suggested to solve the multilevel generalized assignment problem with 0-1 integer interval number programming. The multilevel generalized assignment problem (MGAP) differs from the classical...
An analysis of the influences of scholars and their academic works in Chinese entrepreneurship field: Based on the CSSCI (2009-2010)
Entrepreneurship research has been emerging endlessly for several decades, but little about its past study review. In this article, the author points out the current Chinese venture research situation through analysising...
Assessing competitiveness of foreign and local supermarket chains in Vietnamese market by using Fuzzy TOPSIS method
Considering the strategic importance for supermarket chains and to understanding the critical elements affecting their competitiveness and their relative level of competitiveness, this study tries to assess competitivene...
The analysis of the conditions needed for building venture capital industry in Lithuania
This article includes the analysis of the conditions needed for venture capital (VC) market creation and the perspectives in Lithuania. The successful case of VC in Silicon Valley is shortly presented. The theoretical pa...
Financial education: Determinant of retirement planning in malaysia
This paper examined the influence of financial learning on retirees’ retirement financial planning preparation. 750 questionnaires were distributed with a 53.9% return rate. Three hypotheses were analyzed using hierarchi...