Studying the Moderating Effect of Consumers’ Demographics on the Relationship between Green Marketing Strategies and Perception of Climate Change: A Field Study on Fast Food Restaurants in Egypt
Journal Title: MSA-Management Sciences Journal (MSA-MSJ) - Year 2024, Vol 3, Issue 1
Abstract
This research aims to study the effect of green marketing strategies (environmentally friendly marketing activities from production to product delivery) of fast-food restaurants on Egyptian consumers’ perception of climate change, given the moderating (modifying) effect of their demographic characteristics in a step toward increasing their environmental concern and participation in limiting the implications of climate change. The research is conducted to fill the research gap of rarely applying that relationship to Egypt and in different sectors rather than fast food restaurants. A field study was conducted on consumers of fast food using a non-probability snowballing sample, as the researcher could not access the mean and variance of all consumers geographically dispersed in Egypt. The data was collected using Google Forms and shared with public pages and the researcher’s friends on Facebook, WhatsApp, and Gmail, who in turn nominated and shared it with others. The collected data were then analyzed using descriptive statistics of the research variables, confirmatory factor analysis, normality tests, correlation tests, and two multiple regression models, one to test the first hypothesis and the other to test the second hypothesis. The analysis proved a significant and positive effect of each green product, green place, and green promotion on consumers’ perception of climate change, as the p-value was less than 0.05. While green prices and green packaging did not affect consumers’ perception of climate change, Moreover, a significant difference in the relationship between green marketing strategies and consumers’ perception of climate change was found with respect to consumers’ demographics as moderating variables.
Authors and Affiliations
Rehab Mohamed El Bordiny
CAUSAL LINKS BETWEEN ICT, HDI, AND ECONOMIC GROWTH: EVIDENCE FROM MENA
This paper examines the causal links between ICT, HDI, and economic growth in the MENA region's high-income, middle-income, and low-income countries from 2002 to 2019. These panel data will be studied by using several te...
ECONOMIC GROWTH, BILATERAL TRADE AND TRADE EMBODIED PM2.5 EMISSIONS IN INDIA AND BANGLADESH
Not all that is produced is consumed by the country a major part of produced goods and services account for exports. In today’s world of globalization volumes of export and import are increasing and so is the emissio...
DRIVING MARKET FORCES FOR COVID-19 VACCINES INDUSTRY: THE CASE OF THE COMIRNATY VACCINE
In order to identify the fundamental economic reasons for market behaviour, this study offers a market analysis that serves as a diagnostic process.Comirnaty, a COVID-19 vaccine developed by BioNTech and Pfizer, ha...
THE IMPACT OF ENTERPRISE RISK MANAGEMENT DISCLOSURE AND FIRM VALUE IN EGYPTIAN PUBLIC AND PRIVATE SECTORS: A COMPARATIVE STUDY
The main objective of this research is to investigate the relationship between enterprise risk management (ERM), risk disclosure and firm value. The research aims to compare the public and private sectors in Egypt. The s...
Balancing Technocentric and Ecocentric Approaches: Integrating Ethnocultural Perspectives in Environmental Policies of Finland and Bhutan
This study delves into the intricate relationship between technology, ecology, and culture and its significant implications for environmental policies and marketing strategies on a global scale. By focusing on Finland an...