THE IMPACT OF GREEN PROMOTIONAL MIX ELEMENTS ON CONSUMER PURCHASING BEHAVIOR (AN EXPLORATORY STUDY OF A SAMPLE OF CONSUMERS IN THE MARKETS OF THE CITY OF SULAYMANIYAH)
Green marketing has great interest to business organizations that seek to preserve the natural environment by producing green products that are friendly to them, and presenting them to customers through the green promotional mix, which is a link between the organization and its customers. The promotional mix has an effective role in directing the consumer towards sustainable green consumption and generates for its environmental awareness and responsibility that make it part of the organization's endeavor to preserve the environment. This study aimed to identify the importance and the role of green promotional mix element on consumer purchasing behavior. The main focus of promotional mix includes green advertising, sales promotion, personal selling and public relation. Based on theoretical framework, five hypotheses were developed and statistically tested. To achieve the objectives of the study, a questionnaire was developed for collecting data. A total of 200 questionnaires were distributed to a random sample from the study population, 134 from the questionnaires were returned back to researcher. For data analysis SPSS 16.0 software has been used and the hypothesis tested by applying multiple regression method. This study concluded that there is significant and positive impact of green promotional mix elements on consumer purchasing behavior. Therefore, organizations should work on developing the appropriate promotional policy and pay attention to the promotional elements that have the most influence on the consumer's purchasing decision in a way that stimulates and pushes consumers towards green products.
green marketing, green promotion, consumer behavior