- Title
- Infuence of green marketing mix on sustainable consumption and customer loyalty in Polokwane, South Africa
- Creator
- Chiwenga, Lillian
- Subject
- Retail Green Marketing
- Date Issued
- 2023-00
- Date
- 2023-00
- Type
- Masters theses
- Type
- text
- Identifier
- http://hdl.handle.net/11260/9948
- Identifier
- vital:74929
- Description
- Marketers throughout all industries are investing enormously towards developing and promoting green products and the retail sector is not exempted from this growing trend. The study aimed to investigate the influence of green marketing mix elements (green product, green price, green promotion and green distribution or place) on sustainable consumption and customer loyalty. To achieve the objective, the research study employed a positivist research paradigm anchored by a quantitative approach using descriptive research design. A structured self-administered survey questionnaire was randomly distributed to retail customers of a sample size of 265 respondents. The data was analysed using SPSS for descriptive statistics and Smart PLS for Structural equation modelling. The key findings reveal that all five hypothesised relationships are positive, however, only four are significant. The strongest relationship was found between sustainable consumption and customer loyalty (β=0.432) while the weakest (yet positive) relationship was between green place and sustainable consumption (β=0.078). The study equips the retailers about the key predictors of consumers’ green sustainable consumption behaviour enabling them to tailor their product offerings and formulate marketing strategies to encourage green buying behaviour. The current study can further assists policymakers to ground their discussions when developing regulations that govern how retail industries should promote, price and distribute their green products.
- Description
- Thesis (Masters) -- Faculty of Economics and financial Sciences, 2023
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (170 pages)
- Format
- Publisher
- Walter Sisulu University
- Publisher
- Faculty of Economics and financial Sciences
- Language
- English
- Rights
- Faculty of Economic Sciences and Finance
- Rights
- All Rights Reserved
- Rights
- Open Access
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Chiwenga, L._.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |