The Effect of Green Marketing Tools on the Consumers’ Behavior Case Study: Customers of Home Appliances Shops of Sanandaj Township

The goal of present research is identification of effect of green marketing tools on the consumers’ behavior among customers of home appliances shops of Sanandaj Township. The method of research is descriptive-correlation. The statistical society of this research includes the customers of home appliances shops of Sanandaj Township that 331 people were simple randomly collected as statistical sample. In order to collect data, the questionnaire of marketing tools of Rahbar and Abdol-wahid (2011) with 8 measures and the questionnaire of consumers’ behavior of Rahbar and Abdol-wahid (2011) with 13 items were used. For analyzing data, descriptive statistics and in the level of inferential statistics, Kolmogorov– Smirnov test, Pearson’s correlation coefficient test and regression analysis were used. Research findings showed that there is a meaningful relationship between green marketing tools and consumers’ behavior. Among green marketing tools, environmental label with coefficient of 0.358 has maximum effect rate on consumers’ behavior and it is in first rank. Then, environmental brand with coefficient of 0.344 and environmental advertisement with coefficient of 0.214 are located in second and third and rank respectively.

Green Marketing Tools, Consumers’ Behavior, Home Appliances Shops, Sanandaj Township