nep-mkt 2024-01-15 papers

on Marketing

Issue of 2024‒01‒15
two papers chosen by

Mental Perception of Quality: Green Marketing as a Catalyst for Brand Quality Enhancement By Saleh Ghobbe; Mahdi Nohekhan
Consumer Search: What Can We Learn from Pre-Purchase Data? By Elisabeth Honka; Stephan Seiler; Raluca Ursu

Mental Perception of Quality: Green Marketing as a Catalyst for Brand Quality Enhancement

By:	Saleh Ghobbe; Mahdi Nohekhan
Abstract:	The environmental conservation issue has led consumers to rethink the products they purchase. Nowadays, many consumers are willing to pay more for products that genuinely adhere to environmental standards to support the environment. Consequently, concepts like green marketing have gradually infiltrated marketing literature, making environmental considerations one of the most important activities for companies. Accordingly, this research investigates the impacts of green marketing strategy on perceived brand quality (case study: food exporting companies). The study population comprises 345 employees and managers from companies such as Kalleh, Solico, Pemina, Sorbon, Mac, Pol, and Casel. Using Cochran's formula, a sample of 182 individuals was randomly selected. This research is practical; the required data were collected through surveys and questionnaires. The findings indicate that (1) green marketing strategy has a significant positive effect on perceived brand quality, (2) green products have a significant positive effect on perceived brand quality, (3) green promotion has a significant positive effect on perceived brand quality, (4) green distribution has a significant positive effect on perceived brand quality, and (5) green pricing has a significant positive effect on perceived brand quality.
Date:	2023–12
URL:	http://d.repec.org/n?u=RePEc:arx:papers:2312.15865&r=mkt

Consumer Search: What Can We Learn from Pre-Purchase Data?

By:	Elisabeth Honka; Stephan Seiler; Raluca Ursu
Abstract:	Researchers are increasingly able to observe consumers’ behavior prior to a purchase, such as their navigation through a store or website and the products they consider. Such pre-purchase (or search) data can be valuable to researchers in a variety of ways: as an additional source of information to estimate consumer preferences, to understand how firms can influence the search process through marketing mix variables, and to analyze how limited information about products shapes market outcomes. We provide an overview of these three areas with a particular emphasis on online and offline retailing.
Keywords:	consumer search, limited information, consideration sets, retailing
JEL:	D43 D83 L13
Date:	2023
URL:	http://d.repec.org/n?u=RePEc:ces:ceswps:_10786&r=mkt

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