Understanding Environmental Awareness through Green Marketing An empirical study using Q-Methodology

Abstract

The purpose of this study is understanding environmental awareness from factors of green marketing and creation indicator from factors. In this study, based on concourse of research and theoretical foundations as well as the mental patterns of experts, the factors affecting green marketing have been selected and grouped and interpreted based on the steps of Q-method. The 19 participants were asked sorting and valuing the factors influencing green marketing in layout for Q sort. Based on this evaluation, six functional and specific indicators have been revealed. Finding revealed the six functional and specific indices is for factors of green marketing. Experts’ mental patterns changes seem to be partly driven by the environmental orientation and of firms’ founders. This study contributes by confirming the current literature on green marketing, which given their central importance and effect, six factor have shown more importance and significance in green marketing and recognition them, can be used reflexively to anticipate and manage potential conflict.