The impact of perceived sustainable marketing policies on green customer satisfaction

• Autorzy: Vafaei Seyyed Amir , Azmoon Iman , Fekete-Farkas Maria

Identyfikatory

DOI

10.17512/pjms.2019.19.1.36

Warianty tytułu

PL

Wpływ postrzegania zrównoważonych polityk marketingowych na zadowolenie klienta przyjaznego środowisku

• Języki publikacji: EN

Abstrakty

EN

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.

PL

Zrównoważony rozwój i zrównoważony marketing stały się bardzo istotne, a strategie ujmujące wymogi środowiskowe mogą zapewnić firmom przewagę konkurencyjną. Ponadto, w wyniku szybkiego rozwoju i zmian w Iranie, zrównoważony rozwój jest ważniejszy niż kiedykolwiek dotąd, a głębokie zmiany są konieczne, aby doprowadzić mieszkańców i firmy do zrównoważonej orientacji. Celem tego artykułu jest zbadanie związku między ekologiczną satysfakcją klientów a postrzeganą polityką zrównoważonego marketingu w Iranie. Badanie opiera się na zaprojektowanym kwestionariuszu, który uwzględnia różne zagadnienia kulturowe. Analiza danych została przeprowadzona na podstawie współczynnika korelacji Pearsona i analizy regresji liniowej przy użyciu SPSS 21. Wyniki pokazują, że korelacja między postrzeganą zrównoważoną polityką marketingową a satysfakcją klientów przyjaznych środowisku jest większa niż 0,6. Co więcej, analiza regresji dowodzi, że postrzegana zrównoważona polityka marketingowa ma pozytywny wpływ na zadowolenie klientów przyjaznych środowisku. Dlatego zrównoważony rozwój jest kluczowym czynnikiem dla firm, aby ich klienci byli zadowoleni, a co za tym idzie, firmy mogły osiągnąć przewagę konkurencyjną w porównaniu z konkurencją.

Słowa kluczowe

EN

marketing; sustainability; sustainable marketing; customer satisfaction; green customer satisfaction; green products

PL

marketing; rozwój zrównoważony; zrównoważony marketing; zadowolenie klientów; zadowolenie zielonych klientów; zielone produkty

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2019
• Tom: Vol. 19, No. 1
• Strony: 475--491
• Opis fizyczny: Bibliogr. 45 poz., rys., tab.

Twórcy

autor

Vafaei Seyyed Amir

• Doctoral School of Management and Business Administration, Szent Istvan University, Hungary

autor

Azmoon Iman

• Department of Management and Business Administration Science, Islamic Azad University Kerman Branch

autor

Fekete-Farkas Maria

• Institute of Economics, Law and Methodology, Szent Istvan University, Hungary

Bibliografia

• 1. Bakhodaa H., Almassia M., Moharamnejad N., Moghaddasic R., Azkia M., 2012, Energy production trend in Iran and its effect on sustainable development, “Renewable and Sustainable Energy Reviews”, 16.
• 2. Baldassarre F., Campo R., 2016, Sustainability as a marketing tool: To be or to appear to be? “Business Horizons”, 59.
• 3. Bask A., 2013, Consumer preferences for sustainability and their impact on supply chain management: The case of mobile phones, “International Journal of Physical Distribution & Logistics Management”, 43(5/6).
• 4. Bryła P., 2015, The development of organic food market as an element of sustainable development concept implementation, “Problemy Ekorozwoju - Problems of Sustainable Development”, 10(1).
• 5. Cao D., Long W., Yang W., 2013, Sector indices correlation analysis in China’s stock market, “Procedia Computer Science”, 17.
• 6. Chang N.J., Fong C.M., 2010, Green product quality, green corporate image, green customer satisfaction, and green customer loyalty, “African Journal of Business Management”, 4(13).
• 7. Chen Y.S., Lin C.Y., Weng C.S., 2015, The influence of environmental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality, “Sustainability”, 7(8).
• 8. Dangelico R.M., Vocalelli D., 2017, Green Marketing: An analysis of definitions, strategy steps, and tools through a systematic review of the literature, “Journal of Cleaner Production”, 165.
• 9. Delafrooz N., Moghaddam S.S., 2017, Green product consumers segmentation using self-organizing maps in Iran, “International Journal of Agricultural Management and Development”, 7(3).
• 10. Delafrooz N., Taleghani M., Nouri B., 2014, Effect of green marketing on consumer purchase behavior, “QScience Connect”, 5.
• 11. Fadaee S., 2017, Environmentally friendly food initiatives in Iran: between environmental citizenship and pluralizing the public sphere, “Citizenship Studies”, 21(3).
• 12. Farajian L., Moghaddasi R., Hosseini S., 2018, Agricultural energy demand modeling in Iran: Approaching to a more sustainable situation, “Energy Reports”, 4.
• 13. Fuentes C., 2015, How green marketing works: Practices, materialities, and images, “Scandinavian Journal of Management”, 31.
• 14. Fuller D.A., 1999, Sustainable marketing: managerial - ecological issues (1 ed.), London: SAGE.
• 15. Galli A., Đurović G., Hanscom L., Knežević J., 2018, Think globally, act locally: Implementing the sustainable development goals in Montenegro, “Environmental Science & Policy”, 84.
• 16. Gordon R., Carrigan M., Hastings G., 2011, A framework for sustainable marketing, “Marketing Theory”, 11(2).
• 17. Grabara J.K., 2017, The another point of view on sustainable management, “Quality - Access to Success, 2017”, 18.
• 18. Hosseini M.R., Banihashemi S., Rameezdeen R., Golizadeh H., Arashpour M., Ma L., 2017, Sustainability by information and communication technology: A paradigm shift for construction projects in Iran, “Journal of Cleaner Production”, 168.
• 19. Hunt S.D., 2011, Sustainable marketing, equity, and economic growth: A resource-advantage, economic freedom approach, “Journal of the Academy of Marketing Science”, 39.
• 20. Jamalimoghaddam E., Yazdani S., Salami H., Peykan G.R., 2019, The impact of water supply on farming systems: A sustainability assessment, “Sustainable Production and Consumption”, 17.
• 21. Karbassi A.R., Abduli M.A., Abdollahzadeh E.M., 2007, Sustainability of energy production and use in Iran, “Energy Policy”, 35(10).
• 22. Khishtandar S., Zandieh M., Dorri B., 2017, A multi criteria decision making framework for sustainability assessment of bioenergy production technologies with hesitant fuzzy linguistic term sets: The case of Iran, “Renewable and Sustainable Energy Reviews”, 77.
• 23. Kot S., Goldbach I.R., Ślusarczyk B., 2018, Supply chain management in SMES - Polish and Romanian approach, “Economics and Sociology”, 11(4).
• 24. Kubeš V., Rančák J., 2018, Sustainability of organization performance via management techniques, “Entrepreneurship and Sustainability Issues”, 5(4).
• 25. Kumar V., Rahman Z., Kazmi A.A., Goyal P., 2012, Evolution of sustainability as marketing strategy: Beginning of new era, “International Conference on Emerging Economies - Prospects and Challenges (ICEE-2012)”, 37.
• 26. Lim W.M., 2017, Inside the sustainable consumption theoretical toolbox: Critical concepts for sustainability, consumption, and marketing, “Journal of Business Research”, 78.
• 27. Liu J., Wang R., Yang J., & Shi Y., 2010, The relationship between consumption and production system and its implications for sustainable development of China, “Ecological Complexity”, 7.
• 28. Makienko I., Bernard E.K., 2012, Teaching applied value of marketing research: A questionnaire design project, “The International Journal of Management Education”, 10.
• 29. Müller W., 1991, Gaining competitive advantage through customer satisfaction, “European Management Journal”, 9(2).
• 30. Papadas K.-K., Avlonitis G.J., Carrigan M., 2017, Green marketing orientation: Conceptualization, scale development and validation, “Journal of Business Research”, 80.
• 31. Pomering A., 2017, Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large, “Australasian Marketing Journal”, 25.
• 32. Rajeev A., Pati R.K., Padhi S.S., Govindan K., 2017, Evolution of sustainability in supply chain management: A literature review, “Journal of Cleaner Production”, 162.
• 33. Rastislav R., Petra L., 2016, Strategic performance management system and corporate sustainability concept - Specific parametres in Slovak enterprises, “Journal of Competitiveness”, 8(3).
• 34. Schaltegger S., Hansen E.G., Lüdeke-Freund F., 2016, Business models for sustainability origins, present research, and future avenues, “Organization & Environment”, 29(1).
• 35. Seretny M., Seretny A., 2012, Sustainable marketing - a new era in the responsible marketing development, “Foundations of Management”, 12.
• 36. Šimanskienė L., Župerkienė E., 2014, Sustainable leadership: the new challenge for organizations, “Forum Scientiae Oeconomia”, 2(1).
• 37. Sivesan S., Achchuthan S., Umanakenan R., 2013, Green marketing practices and customer satisfaction: A special reference to leather goods, “Global Journal of Management and Business Research (E)”, 13(4).
• 38. Soltani A., Angelsen A., Eid T., Naieni M.S.N., Shamekhi T., 2012, Poverty, sustainability, and household livelihood strategies in Zagros, Iran, “Ecological Economics”, 79.
• 39. Souri M.E., Sajjadian F., Sheikh R., Sana S.S., 2018, Grey SERVQUAL method to measure consumers' attitudes towards green products - A case study of Iranian consumers of LED bulbs, “Journal of Cleaner Production”, 177.
• 40. Sun Y., Garrett T.C., Kim K.H., 2016, Do Confucian principles enhance sustainable marketing and customer equity?, “Journal of Business Research”, 69.
• 41. Tariq M.Z., 2014, Impact of Green Advertisement and Green Brand Awareness on Green Satisfaction with Mediating Effect of Buying Behavior, “Journal of Managerial Sciences”, 8(2).
• 42. Verbeke W., Vanhonacker F., Sioen I., Camp J.V., Henauw S.D., 2007, Perceived importance of sustainability and ethics related to fish: A consumer behavior perspective, “A Journal of the Human Environment”, 36(7).
• 43. Viswanathan M., Jung K., Venugopal S., Minefee I., Jung I.W., 2014, Subsistence and sustainability: From micro-level behavioral insights to macro-level implications on consumption, conservation, and the environment, “Journal of Macromarketing”, 34(1).
• 44. Wang C., Ghadimi P., Lim M.K., Tseng M.L., 2019, A literature review of sustainable consumption and production: A comparative analysis in developed and developing economies, “Journal of Cleaner Production”, 206.
• 45. Yazdanifard R., Mercy I.E., 2011, The impact of green marketing on customer satisfaction and environmental safety, [In:] Proceedings of the International Conference on Computer Communication and Management, Singapore 2011.

Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2019).