Green Marketing Practices and Customer Satisfaction: A Special Reference to Leather Goods

Abstract

Purpose: The main purpose of this study is to find out the impact of green marketing practices on customer satisfaction among the leather industries' customers. Methodology: Primary and secondary data were used for this study. Primary data were collected through the questionnaire. Secondary data were collected from texts, journals and magazines. Further, the research design of this study is based on quantitative method. In this study the quantitative research was used to answer the research question as “what extent Green Marketing Practices influence on the Customer satisfaction in the Sri Lankan Context?†Findings: Based on the overall study, Green marketing practices are positively associated with customer satisfaction. And also, dimensions in the green marketing practices as green issues in product, price, promotion and place have the significant relationship with customer satisfaction. Meantime, green marketing practices has the significant impact on customer satisfaction Recommendation: Organizations in the hyper competitive environment can utilize the promotional strategies to induce the customer attitudes in the green issues. In this context, usually people perceive that green issue has high promotion, which is supported by our analysis shows that the promotion and quality of good service are important factors in the consumer’s decision to buy the product. Originality/value: Although the model is the original and unique, it is based on established theories and models. It provides a well supported explanation of the green marketing to increase the customer satisfaction that should be a useful to manufactures and those who encourage and guide them.