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Studying the Moderating Effect of Consumers’ Demographics on the Relationship between Green Marketing Strategies and Perception of Climate Change: A Field Study on Fast Food Rest

Article

Last updated: 29 Dec 2024

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Abstract

This research aims to study the effect of green marketing strategies (environmentally friendly marketing activities from production to product delivery) of fast-food restaurants on Egyptian consumers' perception of climate change, given the moderating (modifying) effect of their demographic characteristics in a step toward increasing their environmental concern and participation in limiting the implications of climate change. The research is conducted to fill the research gap of rarely applying that relationship to Egypt and in different sectors rather than fast food restaurants. A field study was conducted on consumers of fast food using a non-probability snowballing sample, as the researcher could not access the mean and variance of all consumers geographically dispersed in Egypt. The data was collected using Google Forms and shared with public pages and the researcher's friends on Facebook, WhatsApp, and Gmail, who in turn nominated and shared it with others. The collected data were then analyzed using descriptive statistics of the research variables, confirmatory factor analysis, normality tests, correlation tests, and two multiple regression models, one to test the first hypothesis and the other to test the second hypothesis. The analysis proved a significant and positive effect of each green product, green place, and green promotion on consumers' perception of climate change, as the p-value was less than 0.05. While green prices and green packaging did not affect consumers' perception of climate change, Moreover, a significant difference in the relationship between green marketing strategies and consumers' perception of climate change was found with respect to consumers' demographics as moderating variables.

DOI

10.21608/msamsj.2023.243790.1033

Keywords

green marketing strategies, consumers’ perception of climate change, consumers’ demographics

Authors

First Name

Rehab

Last Name

El Bordiny

MiddleName

Mohamed

Affiliation

Faculty of Management Sciences, MSA University

Email

rmohammed@msa.edu.eg

City

-

Orcid

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Volume

3

Article Issue

1

Related Issue

44847

Issue Date

2024-01-01

Receive Date

2023-10-20

Publish Date

2024-01-01

Page Start

41

Page End

93

Print ISSN

2974-3028

Online ISSN

2974-3036

Link

https://msamsj.journals.ekb.eg/article_326901.html

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https://msamsj.journals.ekb.eg/service?article_code=326901

Order

326,901

Type

Original Article

Type Code

2,535

Publication Type

Journal

Publication Title

MSA-Management Sciences Journal

Publication Link

https://msamsj.journals.ekb.eg/

MainTitle

Studying the Moderating Effect of Consumers’ Demographics on the Relationship between Green Marketing Strategies and Perception of Climate Change: A Field Study on Fast Food Restaurants in Egypt

Details

Type

Article

Created At

29 Dec 2024