The effects of green marketing strategies on consumer shopping value and purchase behavior

Consumers concern with green issues is a worldwide subject that continuously changes their lifestyle into becoming more environmentally responsible. The aim of this study is analyzing the effects of green marketing strategies on consumer shopping value and purchase behavior of Iranian women toward cosmetic product. The results show that green marketing strategies have a positive effect on shopping decision and hedonic shopping value of consumer but have a negative effect on utilitarian shopping value of consumer.

Keywords:

Green Marketing Strategies , Hedonic Value , Utilitarian Value , Actual purchase behavior