An exploration study on factors influencing green marketing

Abstract

These days, there have been tremendous efforts on offering products, which are environment friendly. Green marketing plays an important role for attracting new customer and customer retention. This paper presents an empirical investigation based on the implementation of factor analysis to locate important factors influencing green marketing planning and strategies. building market oriented business units. The study designs a questionnaire including 23 questions and the questionnaire was distributed among 200 people who were visiting organic product exhibition. Cronbach alpha was calculated as 0.845, which is well above the minimum acceptable limit and validates the results. The results of factor analysis reveal four major factors including green labeling, compatibility, product value and marketing component and size.

Keywords

• Factor analysis
• Green marketing
• Critical factors