Influence of Green Marketing Mix and Customer Fulfillment: An Empirical Study
Keywords:
Green marketing, Green marketing Mix, Customer Satisfaction, Food Sector.Abstract
The aim of this research is to explore the influence of green marketing mix on customer satisfaction. The data was collected through survey questionnaire using 5 point Likert scale from the sample of 230, but 203 useable responses were received. The data was analyzed in SPSS 22. Correlation and regression tests were applied to get the results. The findings indicted the green marketing mix and its dimensions are significantly and positively correlated to customer satisfaction. It also indicated that green marketing mix is very strong predictor of customer satisfaction. Green environment is the need of today
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