A Comparative Study on the Impact of Company & Market Controlled Variables on Egyptians’ Intentions Towards Green Consumption

Dina Kordy^1,

¹Arab Academy for Science, Technology and Maritime Transport, Graduate School of Business (AASTMT), Cairo, Egypt

Cite this paper

Dina Kordy. A Comparative Study on the Impact of Company & Market Controlled Variables on Egyptians’ Intentions Towards Green Consumption. Journal of Business and Management Sciences. 2023; 11(3):176-181. doi: 10.12691/JBMS-11-3-2

Abstract

This research studies factors affecting Intention towards Green Consumption through a comparative study of the impact of Company Controlled Variables (Advertising Message and Social Media Effect) and Market Controlled Variables (Government Regulations and Availability of Green Products), on Egyptians’ Intention towards Green Consumption. The study followed a mixed methodology of qualitative and quantitative approaches; ten in-depth interviews were conducted with subject matter experts. Then, a structured questionnaire was distributed on target respondents; 396 responses were collected and analyzed using SPSS version 23. The findings of the study showed that Company Controlled variables had positive significant relation with Intention towards Green Consumption. Market Controlled variables were found insignificant. The research closed the gap in literature through the comparative study conducted, which was not done before. It tested new relations, provided new insights and included new variables. The study is aspired to be of value for governments and marketers, explaining the variables most affecting Intention towards Green Consumption for better green initiatives’ design, promotion and easier market penetration.

Keywords

climate, sustainability, advertising, government, social media, availability

Copyright

This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

References

[1]	Sobol, A. (2007). Governance barriers to local sustainable development in Poland. Management of Environmental Quality: An International Journal Vol. 19 No. 2, pp. 194-203.
[2]	United Nations (2023). The 17 goals. THE 17 GOALS | Sustainable Development (un.org).
[3]	State Information Service, (2023) https://www.sis.gov.eg/Story/174798/Egypt's-population-hit-104.395-million-CAPMAS?lang=en-us#:~:text=Egypt's%20Population%20has%20reached%20on,Ministry%20of%20Health%20and%20Population.
[4]	UNDP (2018). Sustainable Development Goals Report: Egypt 2030. Frederick S. Pardee Center for international futures, Josef Korbel School of International studies, University of Denver.
[5]	IFC (2016). Climate Investment Opportunities in Emerging Markets. An IFC Analysis.
[6]	Semprebon, E., Mantovani, D., Demczuk, R., Maior, C., S. & Vilasanti, V. (2018). Green consumption: a network analysis in marketing. Marketing Intelligence & Planning Vol. 37 No. 1, pp. 18-32.
[7]	Duong, C., D. (2021). Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap. Asia Pacific Journal of Marketing and Logistics, 1355-5855.
[8]	Solomon, M., R., Bamossy, G., J., Askegaard, S. & Hogg, M., K. (2016). Consumer Behaviour, A European Perspective. Sixth edition, Pearson Education Limited, page 23.
[9]	Juwaheer, T., D., Pudaruth, S. & Noyaux, M., M., E. (2012). Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World Journal of Entrepreneurship, Management and Sustainable Development Vol. 8 No. 1, pp. 36-59.
[10]	Pop, R., A., Săplăcan, Z. & Alt, M., A. (2020). Social Media Goes Green—The Impact of Social Media on Green Cosmetics Purchase Motivation and Intention. Information, 11, 447.
[11]	Alomari, B., M., A. & Alomari, I., A., A. (2020). Green Marketing and its Impact on Consumer Purchasing Behavior and The Tourism Sector/An Analytical Study - The Jordanian Green Market. Journal of Economics, Business and Market Research (JEBMR), Vol. 1 (1) 8-24.
[12]	Kumar, R., Saha, R., Sekar P.,C. & Dahiya, R. (2019). Examining the role of external factors in influencing green behavior among young Indian consumers. Young Consumers, VOL. 20 No. 4, pp. 380-398.
[13]	Nguyen, H., V., Nguyen, C., H. & Hoang, T., T., B. (2018). Green consumption: Closing the intention – behavior gap. Sustainable Development, 27: 118-129.
[14]	Gleim, M., R., Smith, J., S., Andrews, D., Cronin Jr., J., J. (2013). Against the Green: A Multi-method Examination of the Barriers to Green Consumption. Journal of Retailing, Volume 89, Issue 1, Pages 44-61.
[15]	Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning Vol. 36 No. 7, pp. 809-824.
[16]	Fitriani, L., K., Jumantini, E., Supriatna, O. & Jaelani (2021). The Effect of Green Marketing Mix On Green Consumer Behavior and Green Purchasing Decision.
[17]	Chen, Y., S. & Chang, C., H. (2012). Enhance green purchase intentions, The roles of green perceived value, green perceived risk, and green trust. Management Decision Vol. 50 No. 3, pp. 502-520.