Green marketing and consumer behavior: The case of gasoline products

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19 Citations (Scopus)


The purpose of this research is to ascertain the manner in and extent to which consumers' environmental attitudes affect their purchasing behavior regarding a competitively uniform product such as gasoline. The research initially undertakes a comprehensive literature review on green marketing and contemporary consumer behavior to develop the necessary theoretical basis on which primary research is founded. The latter has collected data using a survey method and has analyzed them using multiple regression analysis. The results indicated a clear purchase pattern that favors gasoline brands perceived to be the most environmentally friendly, in fact, to a degree that consumers are willing to drive far to locate their favorite gasoline stations. This research, fits the findings of past generic research on contemporary consumer behavior, though contrary to other past findings, did not indicate any gender consumer behavior differences. The theoretical basis and primary research results are subsequently utilized toward the development of an innovative green marketing perspective with explicit managerial implications.

Original languageEnglish
Pages (from-to)84-106
Number of pages23
JournalJournal of Transnational Management
Issue number2
Publication statusPublished - Apr 2011


  • Consumer behavior
  • Environment
  • Gasoline
  • Green marketing
  • Purchasing behavior


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