Artikel
Relationship between sustainable buying intention and marketing strategies
In this paper, we analysed the relationship between sustainable buying intention (SBI) and marketing strategies (price, product, communication and placement) and We use a theoretical model to test hypothesis via structural equation model by maximum likelihood in AMOS version 19.0 software. Sampling (N=524) was performed at sale points of the business premises where volunteer participants answered a structured questionnaire in the five-point Likert scale. The results show a strong association with marketing strategies and sustainable buying intention, so the price is still a very important factor when purchasing. The managerial implication of this study more relevant would focus on the importance for companies to recognize that marketing strategies are assets which have to invest more effort.
- Language
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Englisch
- Bibliographic citation
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Journal: The International Journal of Management Science and Information Technology (IJMSIT) ; ISSN: 1923-0273 ; Year: 2014 ; Issue: 12 ; Pages: 18-30 ; Toronto: NAISIT Publishers
- Classification
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Management
- Subject
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marketing strategies
sustainable buying intention
Structural equation model
green marketing
corporate social responsibility
- Event
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Geistige Schöpfung
- (who)
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Salgado-Beltrán, Lizbeth
Subira-Lobera, María E.
Beltrán-Morales, Luis F.
- Event
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Veröffentlichung
- (who)
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NAISIT Publishers
- (where)
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Toronto
- (when)
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2014
- Handle
- Last update
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10.03.2025, 11:44 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Salgado-Beltrán, Lizbeth
- Subira-Lobera, María E.
- Beltrán-Morales, Luis F.
- NAISIT Publishers
Time of origin
- 2014
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