An analysis of the green response of consumers to the environmentally friendly behaviour of corporations

Nowadays, paying attention to the environmental needs and desires of consumersand trying to satisfy them by designing marketing activities in an environmentallyfriendly way, is the best way to increase their satisfaction and finally, gaincompetitive advantage. Prior research has paid much attention to the consumerbehavior and marketing activities of corporate organizations, but none has studiedthem in the area of green or environmental aspects. This study aims to fill thisresearch gap. To do so, a sample consisting of 385 consumers of dairy food productsin nine areas of Shiraz were selected and surveyed by stratified random method.Also, structural equation modeling (SEM) was used to test hypotheses and it wasfound that green promotion and green price, respectively, have a significant andpositive impact on consumer green satisfaction; whereas the green placement andthe green product had not affected consumer green satisfaction. Further, it wasrevealed that the green satisfaction has a significant and positive impact onconsumer green loyalty and word of mouth, respectively.