The Effects of Green Marketing Mix on Consumer Behavior in Danang City

Authors : Pham Thi Thuy Mien

Volume/Issue : Volume 4 - 2019, Issue 10 - October

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As the society develops in an increasingly complex direction, people's awareness of consumption safety is increasing, the study of the impact of green marketing mix on consumer behavior is essential. The study was conducted by surveying 341 people in Danang city, Vietnam to test the impact of green marketing mix on their consumer behavior. Research results have shown that green product is the most powerful factor, followed by green promotion and finally green place. In addition, the model uses demographics as a moderator variable, This research can be used as a reference for marketer to improve their green marketing mix policy to satisfy their customers needs.

Keywords : Green Marketing Mix, Consumer Behavior, Danang City.


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