Impact of Green Marketing on Consumer Buying Decision in the Retail Sector of Ireland.

Inyang, Margaret Uduak (2020) Impact of Green Marketing on Consumer Buying Decision in the Retail Sector of Ireland. Masters thesis, Griffith College.

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The purpose of this dissertation is to analyse the impact of green marketing on consumer buying decision and behaviour in the retail sector of Ireland. The objectives of this research study were to focus on eco-labelling, eco-branding, environmental advertisement, and different aspects of consumer buying behaviour that help the marketers and retail professionals to include strategies in their business to attract customers and contribute towards sustainability and environmental protection. In this dissertation, the effectiveness of green marketing, role of green consumer, and other factors affecting the decisions of customers were assessed, which could affect the buying behaviours and perceptions of customers towards the retail products. The methodology used for the research is quantitative methodology using questionnaire survey analysis from 250 respondents who are the customers of retail brands in Ireland. The responses are evaluated and interpreted using SPSS software. The findings of the research study showed significant relationship of the variables of eco-labelling, eco-branding, and environmental advertisement on consumer buying behaviour and it was found that eco-labelling and environmental advertisement play a little more significant role in influencing the behaviours and perceptions of customers and stimulate their need to buy the products in Ireland market.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Green Marketing, Customer buying decision, retail sector of Ireland.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HM Sociology
Divisions: Graduate Business School > MSc in International Business Management
Depositing User: Ms Tehseen Faisal
Date Deposited: 28 May 2021 12:01
Last Modified: 28 May 2021 12:02

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