Impact Of Green Marketing On Consumer Patronage (Selected Herbal Medicine In Abia State)

ABSTRACT

This study aims to give information about the impact of green marketing on consumer patronage. First of all, environment and environmental problems is one of the reason why the green marketing and green consumer are explained. Then together with the hypothesis developed literature review has been continued and studies conducted on this subject until now were mentioned in the last section. Moreover, questionnaire results conducted 540 consumers are evaluated statistically. According to the results of the analysis, environment of the analysis, environmental awareness, green products, features, green promotion activities and green price affect green patronage of the consumers in positive way. Demographic characteristics have moderate affect on model.