The Impact of Perceived Sustainable Marketing Policies on Green Customer Satisfaction
Journal Title: Polish Journal of Management Studies - Year 2019, Vol 19, Issue 1
Abstract
Sustainability and sustainable marketing have obviously become very crucial, and strategies that are in control of the environment can give several businesses a competitive edge. Moreover, as a result of the rapid development and changes in Iran, sustainability is more important than ever, and deep change is needed to bring Persian people and companies into sustainable orientation. The purpose of this article is to study the relationship between customers’ green satisfaction and perceived sustainable marketing policies in Iran. The study is based on the designed questionnaire, which considers different cultural issues. The data analysis has been done based on the Pearson correlation coefficient and linear regression analyses by using SPSS 21. The results show that the correlation between the perceived sustainable marketing policies and green customer satisfaction is greater than 0.6. Moreover, the regression analysis proves that the perceived sustainable marketing policies have a positive impact on green customer satisfaction. Therefore, sustainability is a crucial factor for companies in order to make their customers satisfied and consequently having a competitive advantage comparing their competitors.<br/><br/>
Authors and Affiliations
Seyyed Amir Vafaei, Iman Azmoon, Maria Fekete-Farkas
Keywords
Related Articles
- EP ID EP599969
- DOI 10.17512/pjms.2019.19.1.36
- Views 54
- Downloads 0
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