Proceedings of the 7th International Conference on Applied Research in Business, Management and Economics
Year: 2024
DOI:
[PDF]
Determinants of Green Consumer Satisfaction, Green E-Marketing of Green Consumer Food Products Using Service Quality Dimensions and Happiness Approach: A Case Study from Urban Pakistan
Dr. Khadija Shams
ABSTRACT:
Drawing on a unique survey data for the year 2023 of urban Pakistan, this study assesses green consumer satisfaction towards green e-marketing of green consumer food products using service quality (SERVQUAL) dimensions within the framework of the conventional economics of happiness model. The overall sample size of 400 respondents is determined using the Yamane method and is based on the population size of urban Pakistan. For data collection we use purposive convenient snowball sampling method. We divide the sample size proportionally across Pakistan’s four provinces and their capital cities. Such that 16 (4%) of the respondents were selected from Islamabad (in Punjab province), 64 (16%) of the respondents were selected from Peshawar (in Khyber Pakhtunkhwa province), 36 (9%) of the respondents were selected from Quetta (in Baluchistan province) and 284 (71%) of the respondents were selected from Karachi (in Sind province). Furthermore, sampling weights/ pweights (normalized) were applied to the sample households according to the cities to which they belong for generalisability reasons. Applying ordered probit regression analysis we found that SERVQUAL dimensions had a significant and positive impact on green consumer e-satisfaction, with the strongest influence of the tangibility dimension. Using Independent Sample T-test and ANOVA test for gender difference and for different working age groups, respectively; we found that there is significant difference between males and females in mean expenditure on green consumer food products; and at least one of the working age groups has different mean expenditure towards consumption of green consumer food products from the rest of the age groups.
keywords: Green Consumer Satisfaction; Green e-marketing; Green Consumer Food Products; Service Quality Dimensions; Economics of Happiness Model; Urban Pakistan