THE IMPACT OF GREEN MARKETING ON CONSUMER PURCHASING BEHAVIOR; APPLICATION ON FOOD & BEVERAGE SECTOR IN THE EGYPTIAN MARKET

Abstract

This research aims to examine the impact of green marketing on consumer purchasing behavior in the food and beverage sector in the Egyptian market. Reviewing the literature allowed the researchers to develop a conceptual framework to clarify the assumed impact of environmental awareness, green products features, the price of green products, and the promotion of green products on consumer purchasing behavior in the food and beverage sector in the Egyptian market. An empirical study based on a mono-quantitative method has been applied by conducting a questionnaire covering 384 Egyptian consumers to collect data that can be statistically analyzed to examine the relationships between the research variables and test the research hypotheses. The correlation analysis results indicate that there are statistically significant relationships between environmental awareness, the green products’ features, the price of green products, the promotion of green products, and consumer purchasing behavior for the selected sample in the Egyptian market, ranging from r = .726, p < 0.01 to r = .764, p < .01. Concurrently, the multiple regression analysis results clarified that the independent variables of the research explain approximately 76.8 percent of the variance of consumer purchasing behavior (adjusted R2 = .768). The research recommends business leaders understand the profiles of green Egyptian consumers and design marketing strategies targeting this specific segment to open up new market opportunities, expand product ranges, and gain many benefits of green philosophy adoption.