Pub Date : 2022-12-30DOI: 10.35609/jmmr.2022.7.4(3)
Norman Kutama, A. Deliwe
Objective - This research paper aims to use the 6Ps of societal marketing to investigate consumer awareness of green products in Polokwane, South Africa. The aim of this paper was to create consumer awareness of green products using the 6Ps of societal marketing. The main objectives of this study included conducting a literature review on the 6Ps of societal marketing, empirically investigating the consumer awareness of green products using the 6Ps of societal marketing, and providing recommendations to businesses on how they can improve the awareness of green products. Methodology/Technique - A quantitative approach was followed in this study, where the empirical investigation was carried out using a self-administered questionnaire. Primary data were collected from 410 respondents to understand their awareness of green products. Findings – The 6Ps of societal marketing were used to construct a questionnaire distributed online using different social media platforms. The findings indicate consumers’ experiences with green products relative to the 6Ps of societal marketing. There is a concern that some consumers are unaware of green products and that green products are not easily accessible and are expensive. Novelty - The study makes practical recommendations to marketers on how they can improve the awareness of green products while considering the concept of societal marketing. Type of Paper: Empirical JEL Classification: M31, M39. Keywords: Consumer awareness, green products, societal marketing, 6Ps. Reference to this paper should be made as follows: Kutama, N; Deliwe, A. (2022). Creating consumer awareness of green products through the 6Ps of societal marketing, J. Mgt. Mkt. Review, 7(4), 203 – 216. https://doi.org/10.35609/jmmr.2022.7.4(3)
目的-本研究论文旨在利用社会营销的6p来调查南非Polokwane的消费者对绿色产品的认识。本文的目的是利用社会营销的6p来创造消费者对绿色产品的认识。本研究的主要目的包括对社会营销6p进行文献综述，利用社会营销6p实证调查消费者对绿色产品的意识，并为企业提供如何提高绿色产品意识的建议。方法/技术-本研究采用定量方法，使用自我管理的问卷进行实证调查。从410名受访者中收集了初步数据，以了解他们对绿色产品的认识。研究结果-利用社会营销的6p构建了一份使用不同社交媒体平台在线分发的问卷。研究结果表明，消费者对绿色产品的体验与社会营销的6p相关。人们担心一些消费者不知道绿色产品，绿色产品不容易获得，而且价格昂贵。新颖性-本研究就如何在考虑社会营销概念的同时提高绿色产品的意识，为营销商提供实用的建议。论文类型:EmpiricalJEL分类:M31, M39。关键词:消费者意识，绿色产品，社会营销，6p本文的参考文献如下:Kutama, N;Deliwe, A.(2022)。通过社会营销的6p建立消费者对绿色产品的意识，J. m .。Mkt。评论，7(4)，203 - 216。https://doi.org/10.35609/jmmr.2022.7.4 (3)
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