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 consumers and trying to satisfy them by designing marketing activities in an environmentally friendly way, is the best way to increase their satisfaction and finally, gain competitive advantage. Prior research has paid much attention to the consumer behavior and marketing activities of corporate organizations, but none has studied them in the area of green or environmental aspects. This study aims to fill this research gap. To do so, a sample consisting of 385 consumers of dairy food products in nine areas of Shiraz were selected and surveyed by stratified random method. Also, structural equation modeling (SEM) was used to test hypotheses and it was found that green promotion and green price, respectively, have a significant and positive impact on consumer green satisfaction; whereas the green placement and the green product had not affected consumer green satisfaction. Further, it was revealed that the green satisfaction has a significant and positive impact on consumer green loyalty and word of mouth, respectively.