Research others(Ariffin, Yusof, Putit, & Shah, 2016) This study

 

Research
by;

                   HASSAH ASGHAR

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                   RASHID MAHMOOD

                   HAROON SABIR

                   ATIF RAZZAQ

                   MOHAMMAD USMAN

 

 

 

 

 

 

 

 

 

 

 

 

“IMPACT OF GREEN MARKETING ON
PERCEIVED VALUE MEDIATING ROLE OF PERCEIVED QUALITY”

Abstract:

The purpose of this
study is to examine the relationship of green products, perceived quality and perceived
value. The variables are divided into three models where Perceived Quality is
acting as mediating variable & perceived value is acting as dependent
variable. There is a relation between consumer green awareness, perceived
quality and perceived value.

1.
Introduction:

A
green product can be defined as “a product which uses recycling and which
benefits the effect on environment or reduce toxic damage on the environment in
the life cycle as a whole”
(Durif,
Boivin, & Julien, 2010). The green products have become
very popular in few previous years. In the, tourism, and higher institution among others(Ariffin,
Yusof, Putit, & Shah, 2016)

This
study motivated the following research objectives (1) to examine the impact of
green value on context
of green marketing, many researchers have proposed that environmental issue has
become a major concern of the current generation in a wide range of areas such
as property, businesses perceived quality. (2)  to examine the factor that has good effect on
perceived quality.(3) to examine the effect of perceived quality on perceived
value.

Literature review:

Green marketing
is an organized and environmental protection campaign which general public
cares about it because it improves the environment.(Philip & Gary, 2008),. Green
products give same quality and performance which non-green gives which strong
the value of products in customers mind and boost-up the sale. Green value not
only play an important role in effecting the purchase intension of products but
it is the essential determinant for a strong and long term relation of
customers. (Zhuang et al., 2010).

Perceived quality means
consumers perceptions on products quality ((Tsiotsou, 2006). In this study
perceived quality can be measured through four dimensions of Patrick (2002)
Dependability, reliability, consistency and superiority, it measure the overall
judgment of product and service of customers. Tsiotsou(2006)
prove that perceived quality and purchase intension is directly corelated, so
perceived quality can be use to predict the purchase intension.

 

 

 

Perceived value

(Sweeney & Soutar, (2001) defines
percieved value into four dimensions Quality ,price, emotional and social. The
motive of green products for purchasing is that green products give extra value
to them

 

1.     Research Framework:

 

                                   H2

 

 

 

 H1 H3     

 

 

 

 

 

 

 

 

 

 

 

Methodology

The target populations
for this research are students at University
of the Punjab Gujranwala Campus the population chose due to greater
environmental awareness and they know the concept of green products. In this
study we apply close-ended questions because it can save the time of
respondents. A total 100 questions were distributed and 80 were consider good.
And the age, gender and Qualification of respondents were,

Age

 

Frequency

Percent

Valid Percent

Cumulative Percent

 

Less then 20

27

27.6

27.6

27.6

21-30

69

70.4

70.4

98.0

31-40

1

1.0

1.0

99.0

Above 50

1

1.0

1.0

100.0

Total

98

100.0

100.0

 

 

 
Gender

 

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Male

25

25.5

25.5

25.5

Female

72

73.5

73.5

99.0

4

1

1.0

1.0

100.0

Total

98

100.0

100.0

 

 

 

Qualification

 

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Intermediate

10

10.2

10.2

10.2

Graduation

49

50.0

50.0

60.2

Master

30

30.6

30.6

90.8

MS/M.Fhil

7

7.1

7.1

98.0

PHD

2

2.0

2.0

100.0

Total

98

100.0

100.0

 

 

 

Hypothesis:

H1; Green
marketing has positive impact on perceived quality.

H2; Perceived
quality is positively associated with customer’s
perceived value.

H3;
Perceived value has positive impact on Green products.

H4; Green
marketing awareness has significant relationship with
perceived value      and positively
effected through perceived quality.

Result

Outliers

No.

Name of
variable

Questionnaire
no.

1

Green
marketing awareness

0

2

Perceived
quality

0

3

Perceived
value

34 , 55 &
85

 

Reliability:

To examine the internal
consistency/reliability of the instrument, Cronbach’s alpha was used. Its value
above 0.70 was acceptable (Nunnally et al., 1967). And Cronbach’s alpha
for all the variables was above 0.70 that showed the internal consistency and reliability
of our instrument

Reliability Statistics

Cronbach’s Alpha

N of Items

.869

19

 

 

 

 

 

 

 

 

 

 

 

 

    Correlation

Correlations

 

GM

PQ

PV

GM

Pearson Correlation

1

.649**

.475**

Sig. (2-tailed)

 

.000

.000

N

98

98

98

PQ

Pearson Correlation

.649**

1

.630**

Sig. (2-tailed)

.000

 

.000

N

98

98

98

PV

Pearson Correlation

.475**

.630**

1

Sig. (2-tailed)

.000

.000

 

N

98

98

98

**. Correlation is significant at the 0.01 level (2-tailed).

Pearson correlation
analysis of all the variables also had positive significant relationship.
Correlation among all the independent variables had less than 0.80 that showed
that our data did not contain any multicolinearity issues

 

 

Regression:

Hypotheses

R

R Square

Adjusted R Squared

ANOVA Sig.

Coefficients

constant

B

H1

.712

.506

.501

.000

1.044

.754

H2

.675

.455

.450

.000

1.165

.696

H3

.662

.439

.433

.000

1.277

.680

 

 

 

 

 

 

 

Mediating
Analysis:

Run MATRIX procedure:

 

**************** PROCESS Procedure for SPSS Release
2.13.2 **************

 

         
Written by Andrew F. Hayes, Ph.D.      
www.afhayes.com

   
Documentation available in Hayes (2013). www.guilford.com/p/hayes3

 

**************************************************************************

Model = 4

    Y = PV

    X = GM

    M = PQ

 

Sample size

         98

 

**************************************************************************

Outcome: PQ

 

Model Summary

          R       R-sq        MSE          F        df1        df2          p

      .6488      .4210     
.3422    69.8003     1.0000   
96.0000      .0000

 

Model

             
coeff         se          t          p       LLCI       ULCI

constant    
1.2809      .2835     4.5181     
.0000      .7181     1.8436

GM           
.6833      .0818     8.3547     
.0000      .5209      .8456

 

**************************************************************************

Outcome: PV

 

Model Summary

          R       R-sq        MSE          F        df1        df2          p

      .6358      .4043     
.2191    32.2333     2.0000   
95.0000      .0000

 

Model

             
coeff         se          t          p       LLCI       ULCI

constant    
1.6310      .2498     6.5293     
.0000     1.1351     2.1269

PQ           
.4356      .0817    
5.3336      .0000      .2734     
.5977

GM           
.0951      .0860     1.1062     
.2714     -.0756      .2659

 

************************** TOTAL EFFECT MODEL
****************************

Outcome: PV

 

Model Summary

          R       R-sq 
      MSE          F        df1        df2          p

      .4753      .2259     
.2817    28.0109     1.0000   
96.0000      .0000

 

Model

             
coeff         se          t          p       LLCI       ULCI

constant    
2.1889      .2572     8.5094      .0000    
1.6783     2.6995

GM           
.3927      .0742     5.2925     
.0000      .2454      .5400

 

***************** TOTAL, DIRECT, AND INDIRECT EFFECTS
********************

 

Total effect of X on Y

     Effect         SE          t          p   
   LLCI       ULCI

      .3927      .0742    
5.2925      .0000      .2454     
.5400

 

Direct effect of X on Y

     Effect         SE          t          p       LLCI       ULCI

      .0951      .0860    
1.1062      .2714     -.0756     
.2659

 

Indirect effect of X on Y

      
Effect    Boot SE   BootLLCI  
BootULCI

PQ     
.2976      .0691      .1858     
.4787

 

Partially standardized indirect effect of X on Y

      
Effect    Boot SE   BootLLCI  
BootULCI

PQ     
.4959      .0987      .3246     
.7277

 

Completely standardized indirect effect of X on Y

      
Effect    Boot SE   BootLLCI  
BootULCI

PQ     
.3601      .0770      .2310     
.5366

 

Ratio of indirect to total effect of X on Y

      
Effect    Boot SE   BootLLCI  
BootULCI

PQ     
.7578      .2213      .4286    
1.3505

 

Ratio of indirect to direct effect of X on Y

      
Effect    Boot SE   BootLLCI  
BootULCI

PQ    
3.1285   177.8424      .6354 
2983.9066

 

R-squared mediation effect size (R-sq_med)

      
Effect    Boot SE   BootLLCI  
BootULCI

PQ     
.2182      .0682      .0951     
.3621

 

Preacher and Kelley (2011) Kappa-squared

      
Effect    Boot SE   BootLLCI  
BootULCI

PQ     
.3169      .0621      .2093     
.4584

 

Normal theory tests for indirect effect

     Effect         se          Z          p

      .2976      .0665    
4.4729      .0000

 

******************** ANALYSIS NOTES AND WARNINGS
*************************

 

Number of bootstrap samples for bias corrected
bootstrap confidence intervals:

     1000

 

Level of confidence for all confidence intervals in
output:

    95.00

 

—— END MATRIX —–

 

 

 

 

 

 

 

 

 

 

References:
(Tsiotsou, 2. (2006). The Role Of Perceived Product
Quality And Overall Satisfaction On Purchase Intentions. International Journal
of Consumer , 391-397.
Tsiotsou. (n.d.). The
Role Of Perceived Product Quality And Overall Satisfaction On Purchase
Intentions. International Journal of Consumer.
Durif, F., Boivin, C., & Julien, C. (2010). In
search of a green product definition. Innovative Marketing, 6(1),
25–33.
Philip, K., & Gary, A. (2008). Prinsip-Prinsip Pemasaran, 342.
Sweeney, J., & Soutar, G. (2001). Consumer perceived value: the
development of a multiple item scale. Journal of Retailing, 77(2),
203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
 Nunnally J C,
Bernstein I H, Berge J M T. 1967. Psychometric
theory. (226): McGraw-Hill, New York. pp. 7-21

 

 

 

 

 

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