STUDY A GREEN PURCHASE BEHAVIOUR TO GREEN MARKETING

Green marketing has become ubiquitous.Generating profits through green marketing, however, has not. While firms continue to adopt environmental practices, they struggle to gain a competitive advantage through these endeavors. While scholars search for underlying theories and motivational factors to explain and change this behavior, managers simply want tangible solutions that improve performance and provide a return on their green investments. Environmental orientation may shed light onto this discrepancy by assessing a firm’s ability to provide an authentic, unified image of environmental commitment.

کلیدواژه ها:

Green consumer behavior ، green product ، Green marketing.