IMPACT OF GREEN MARKETING STRATEGIES ON CONSUMER BUYING BEHAVIOR

This study aims to explore the impact of green marketing strategies on consumer buying behavior in Ethiopian fresh fruit and vegetable export companies. To achieve this, both primary and secondary data sources were utilized. Primary data were collected by conducting a survey using a simple random sampling technique, targeting a specific population sample. This survey was carried out using a structured questionnaire, which successfully gathered 116 valid responses. These responses were subsequently analyzed using both descriptive and inferential statistical methods. In addition to primary data, secondary data were also utilized in this study. This involved a comprehensive review of existing literature and previous research on green marketing strategies. The findings from this study indicate that green marketing strategies have a partial influence on consumer buying decisions. Based on these results, the study recommends that marketers should enhance their marketing tactics by employing all the selected six green marketing strategies in an integrated manner to achieve the best possible outcomes for consumers. Furthermore, the study suggests that future research should delve deeper into the relationships identified in this work. It should also investigate potential mediating and moderating factors affecting these relationships. This expanded scope would provide a more comprehensive understanding of the dynamics at play. Additionally, the insights gained from this research are valuable for fresh fruit and vegetable exporters, policymakers, and other stakeholders who are responsible for business development to encourage consumer buying behavior and enhance the profitability of exports through effective green marketing strategies. KEYWORDS: Green marketing strategy, Green products, Green distributions, Green prices, Green promotions, Consumer buying behavior