What is it about?
the aim of this study is to evaluate green marketing in the automobile industry and its impact on customer trust. For this purpose, a questionnaire has been developed and used for data collection. The variables of green marketing included price, product, promotion, and place and the variables of customer trust included competency, benevolence, and honesty.
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Why is it important?
Today, the environment and its protection have become critically important for business excellence. Since automobile companies can have a significant impact on the improvement of energy consumption and environmental protection, the aim of this study is to evaluate green marketing in the automobile industry and its impact on customer trust.
Perspectives
Findings indicated a positive and significant influence of green marketing on customer trust and green purchase intention. Among the elements of marketing mix, price had the strongest influence on customer trust and green purchase intention; and among the customer trust variables, honesty had the strongest influence on customer green purchase intention.
Dr Majid Mohammad shafiee
Department of Management, Faculty of Administrative Sciences & Economics, University of Isfahan
Read the Original
This page is a summary of: How Can Green Marketing Lead to Customer Trust and Green Intention Evidences from Automobile Industry, International Journal of Business Excellence, January 2020, Inderscience Publishers,
DOI: 10.1504/ijbex.2020.10025827.
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