Impact of Green Marketing Mix on Consumer Decision Making Process

In recent years, increasing concerns have appeared among experts of all fields toward environment in which researchers and experts of marketing were also included in a way that caused the generation of a new concept of marketing, called "Green Marketing". Lots of studies have been done in order to investigate the advantages of this new phenomenon of marketing and its compound ingredients in business. The goal of this research is to investigate the compound effect of green marketing on purchase decision making of household compact fluorescent lamps' consumer. Population of this research was Rasht city households, from which a 400 sample included the decision makers of the family for buying this green good, in three areas of municipality were selected with cluster sampling method. After the description of theoretical and research bases of green marketing and consumer purchase decision making process, four ingredients of green marketing mix(product, price, place, promotion) were used to investigate this relationship and each of these ingredients were defined with some variables. After collecting data for variables measurement with interview and questionnaires distribution, a structural equation model was introduced. Finally, it was recognized that there is significant relation between each of marketing mix ingredients and consumer purchase decision making process; and there was also significant relationships between green marketing mix's ingredients.