CONSUMER ATTITUDES TOWARD GREEN SHOPPING AND THEIR ROLE IN SHAPING SUSTAINABLE MARKETING STRATEGIES: A FIELD STUDY AT CARREFOUR – BAGHDAD MALL
Keywords:
Green Shopping, Consumer Attitudes, Sustainable Marketing, Marketing Strategies, Carrefour – Baghdad MallAbstract
The aim of this study is to analyze consumer attitudes towards green shopping at Carrefour – Baghdad mall and examine how the consumers' attitudes affect the formulation of sustainable marketing strategies. This study focused on a descriptive analytical approach and data collection was carried out on the basis of a random sample of 400 consumers with a field questionnaire.
The findings revealed that majority of consumers have positive attitudes towards green shopping and that these attitudes were different with respect to the demographic variables, including gender and academic education level, with females and those with higher academic qualification showing a higher orientation towards green shopping. Additionally, the results indicated that there was a strong positive correlation between consumer attitudes and sustainable marketing strategies. The result of the regression analysis showed that the direct impact of consumer attitudes on forming these strategies is statistically significant.
The study calls for more environmental consciousness among consumers and incorporation of the environmental aspect in marketing policies of commercial institutions.
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