Studying green marketing in emerging economies

Abstract

Abstract Green marketing, from the researchers' point of view, can be defined as the equation of achieving profits, satisfying customers, and at the same time keeping the environment safe. There is a great concern about sustainability all over the world, which pushes the researchers to study green marketing in emerging economies. This research study examines how green marketing can affect consumer's purchase decision. Four hundred printed copies of the questionnaire have been collected complete and valid for analysis. Factor analysis, reliability test, and multiple regression analysis have been done using SPSS software. It has been found that consumers can be encouraged to buy green products if they feel that these products will have a positive impact on their health. Business companies need to organize marketing campaigns which highlight the healthy gains obtained from acquiring green products to increase their sales. Eco‐labeling and point of purchase of green products are also elements that can affect consumer's purchase decision. This research study can help companies to achieve profits and at the same time keep the environment safe. This research study has the potential for presenting interesting insights into the challenge of influencing consumers in non‐Western markets. This research study displays the literature of green marketing in some emerging economies and tests it in a new context (Egypt). It can be concluded that each emerging economy has a unique nature when applying green marketing.

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