The Relationship between Green brand positioning and Green Purchase Behavior (An Empirical Study on green products consumers in Egypt)

نوع المستند : المقالة الأصلية

المؤلفون

1 Professor of Business Administration Faculty of Commerce – Mansoura University

2 Lecturer of Business Administration Faculty of Commerce – Mansoura University

3 Assistant teacher at faculty of Technology & development Business Administration Department Zagazig University

المستخلص

This research aims to investigate the direct and indirect effects of Green brand positioning on green purchase behavior, in the field green products in Egypt. The thesis adopted the philosophy of positivism,
the deductive approach, and the method of quantitative and qualitative analysis as the research methodology. The instrument utilized for data collection was the questionnaire. Consequently, 386 usable questionnaires were collected electronically through social media channels from green consumers in Egypt .In addition, using AMOS 26 to explore the causal relationships among the research variables. The findings reveal that green brand positioning has a significant direct and positive effect on green purchase behavior. Furthermore, research results show that there are insignificant differences between the consumers’ perceptions towards the research variables (green brand positioning and Green purchase behavior) according to their Demographic Variables (gender, age, income, and education).

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