This study explores a model of viral marketing emotional methods to increase the green purchase intention in the social networks. In the process of this research, 500 forms were distributed to respondents, and 384 responses used for analysis. All of the viral marketing emotional method items were created by Delphi method. The study discovered that the viral marketing-based joy and surprise have a signifcant positive eﬀect on the social value of the green product consumption. Also, the eﬀect of the social value of green product consumption on the green purchase intention was confrmed. The green activists and marketers can improve their green product markets for the future using this approach to viral marketing. In this way, the marketers in all green product industries can increase the consumption of the green product. The main contribution of this study is the light it sheds on how the viral marketing emotions have an eﬀect on the green purchase intention in the social network.
This is obvious that when a consumer chooses a product, this choice has both direct and indirect eﬀects on the environment and society (Gruber and Schlegelmilch 2014; Lai and Cheng 2016). For many years, humans have been dominated by nature but in the recent years, limitations of the natural resources have been found to be more important (Kotler 2014). Today, protection of the environment is considered as an ethical issue; therefore, ignoring this issue will have abad consequence for humans (Kim 2002). In this regard, at present, concepts such as green marketing, product and activities are becoming more widely used, reﬂecting the growing interest of society in the impact of growing consumption on the environment. For instance, protection of the environment can be done by green products and green activities. The green product is the one claiming to be environmentally friendly and biodegradable and green activities are activities that support environment (Weber 1991).
Publisher : SPRINGER
By : Yaser Sobhanifard, Ghodrat Allah Balighi
File Information: English Language/ 8 Page / size: 517 KB
سال : ۱۳۹۶
ناشر : SPRINGER
کاری از : یاسر صبحانه فرد، خداحافظ الله بالیقی
اطلاعات فایل : زبان انگلیسی / 8 صفحه / حجم : KB 517