The Impact of Green Marketing on Purchasing Decision of Durable Goods An Empirical Study on Energy Saving Lamps Consumers in Amman, Jordan

Abstract

The aim of this study is to identify the impact of cofactors for green marketing on the
purchasing decision of durable goods for the consumers of energy saving lamps in the city of
Amman by selecting the independent variable which is green marketing includes (price, safe
product, environmental awareness of the consumer, and product quality) .A dependent variable is
consumers purchasing decision of durable goods. The study population is a consumer of energy
saving lamps in the city of Amman. The research population in this research is all consumers of
energy saving lamps in Amman city. The researchers distributed 460 questionnaires of study
found that the returned for analysis of 394 respondents. The research results showed that the
green marketing dimensions (price, safe product, environmental consumer awareness, and
product quality) have significant impact on the consumer decision buying for consumers of
energy saving lamps in the city of Amman. The study recommended that the necessity to develop
the capabilities and competence of the safe product because it has the lowest contribution on
consumer decision buying.