Effects of Green Marketing on the Telecom Industry

3.2 PROBLEM DEFINITION

Traveling Green is now being a proficient and concern driver, instead than a word used by conservationists ( Scott Wilkinson, 2010 ) .

Telecommunication operators could recognize the benefits of energy efficiency to their concern which motivates them to widely implement green and eco-friendly engineerings as a replacement for the traditional engineerings.

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The research worker suggests that Telecom operators should profit non merely from the nest eggs of those engineerings, but besides by adding value to their trade name equity by heightening their trade name image by distributing consciousness among the clients about their societal duty which gets them to swear the trade name which makes them more satisfied about their pick for their service supplier.

3.3 RESEARCH OBJECTIVE

The intent of the quantitative research is to analyze the consequence of Green Marketing on the telecom industry by mensurating the consequence of different variables on the green trade name equity of the telecom operators, and how they could heighten the trade name from the consumer position.

3.4 THEORETICAL FRAMEWORK

The research worker proposes 5 fresh concepts for the theoretical account, Green trade name equity, Green trade name image, Green satisfaction and Green trust.

The proposed theoretical account relies on Helen kellers ( 1993 ) conceptual theoretical account for consumer based trade name equity which relies on the trade name cognition to do a differential consequence in consumer response to the selling of the trade name and he represented it in trade name consciousness and trade name image. In add-on to a proposed theoretical account for green trade name equity by ( Yu-Shan Chen,2009 ) which describes Green trade name image, green satisfaction and green trust as the drivers of green trade name equity.

The research worker has integrated the variables in the two theoretical accounts in an effort to explicate the consequence of the variables in each of them on the Green Brand Equity.

The Green consciousness variable has been added to Chens theoretical account from Kellers theoretical account due to the difference between the civilizations, Chen has applied his theoretical account in Taiwan in which the consumers were seemingly cognizant of the Green construct which affects their purchase behaviour, but in Egypt the consciousness degree is rather variable among consumers and gets affected by the consumer demographics.

The research worker besides suggests that the green trade name image, trust and satisfaction will besides change harmonizing to the consumers demographics such as their income and educational degree, age and gender.

Beginning: Yasser ( Researcher )

Figure 3.1: Aims of the Research

3.4.1 Dependent variables

3.4.1.1 DEP VAR ( Y1 ) : Green Brand Equity ( GBE )

Brand Equity is defined as the beginning of difference in consumer pick between branded and unbranded merchandises with equal characteristics ( Yoo & A ; Donthu, 2001 ) . And its root is the consumers knowledge due to the selling activities of the trade name ; this makes the trade name a valuable plus for the company which increases the trade names fiscal value to the trade name proprietor ( www.freedictionary.com ) .

Aaker ( 1991 ) defined trade name equity as the set of assets and liabilities that are linked to the trade name and add or deduct from the value of the merchandises and services offered to the clients.

This survey suggests that the green committednesss and concerns of the house will add or deduct value to the merchandises and services offered by the trade name which consequences in the Green Brand Equity.

3.4.2 Independent Variables

3.4.2.1 INDEP VAR ( X1 ) : Green Brand Image ( GBI )

Brand Image can be defined as the trade name image in the head of the consumer which links to its offers ( Cretu and Brodie, 2007 ; Padgett and Allen, 1997 ) . Or it can be defined as the set of perceptual experiences and associations of the consumers ( Cretu and Brodie, 2007 ; Keller, 1993 ) .

The trade name image is considered to be green when its perceived by the consumers as an eco-friendly trade name that doesnt harm the environment.

The Green Brand image is assumed to hold a positive consequence on the Green Brand Equity.

3.4.2.2 INDEP VAR ( X2 ) : Green Satisfaction ( GS )

Customer Satisfaction can be defined as the degree of meeting or exceling the clients outlook by the merchandise and service. Or it is the degree of ingestion where the clients ends, demands and desires are wholly fulfilled in a manner that pleases the client ( Oliver, 1994 ; Olsen, 2002 ) .Green satisfaction is a consequence of carry throughing the demands of client to be socially responsible by utilizing a merchandise or a service that doesnt harm the environment.

Consumers who are satisfied would remember the trade name name to buy back it, that why this survey assumed that Green Satisfaction has a positive consequence on Green Brand Equity.

3.4.2.3 INDEP VAR ( X3 ) : Green Trust ( GT )

Trust is defined as the exposure of one party to the actions of the other, or it is the assurance of one party that he will act in a manner that will profit the other ( Mayer, R.C. , Davis J.H. , Schoorman F.D. , 1995 ) . It is besides a chief factor of constructing relationships ( Delgado-Ballester and Munuera-Aleman, 2005 ) .

Brand trust would hence mean that the consumer will anticipate consistence, honestness of the house having the trade name and that it will besides be competent ( Doney and Cannon, 1997 ) .

Green Trust is the assurance of the clients in the house to move in an eco-friendly mode in an honest, consistent and competent mode.

Green Trust is assumed to positively impact the Green Brand Equity.

3.4.2.4 INDEP VAR ( X4 ) : Green Awareness ( GA )

Brand consciousness is the likeliness that the trade name name will come to mind and the easiness with which it does so ( Keller, 1993 ) . Keller ( 1993 ) besides mentioned that consumer based trade name equity occurs when the consumer holds favourable trade name associations that are alone and it is based on acknowledgment and callback ( Aaker, 1991 ; Keller, 1993 ) .

Green Awareness is based on acknowledging and remembering the trade name as a green trade name, it will be assumed that the green consciousness is positively correlated to green trade name equity.

3.4.3 Moderating Variables

The consumer demographics will be used during the survey as moderating variables.

The demographics will impact the consumer behaviours and attitudes will impact their response to the green trade name equity.

3.4.3.1 MOD VAR ( Z1 ) : Income Level ( IL )

Consumers with higher income degrees are thought to demo proactive environmental behaviour ( Berkowitz & A ; Lutterman, 1968 ) and ( Henion, 1972 ) , since the higher income consumers can afford the premiums paid for green stigmatization, it will be assumed that income degree is positively correlated with green trade name equity.

3.4.3.2 MOD VAR ( Z2 ) : Education Level ( EL )

Some surveies argued that the degree of the instruction of the consumer is straight correlated with the environmental facets ( Granzin & A ; Olson,1991 ) , since the educated consumers are more cognizant of the environmental deductions, it will be assumed that they are more environmentally friendly.

3.4.3.3 MOD VAR ( Z3 ) : Age ( A )

It has been argued by many research workers that the variable age is positively correlated to consumers environmental behaviour Roberts, J. ( 1996 ) , Samdahl, D. and Robertson, R. ( 1989 ) . Some other surveies argued that there is no correlativity between age and environmental behaviour such as Kinnear, T. , Taylor, J. and Ahmed, S. ( 1974 ) . the consequence of age on the consumers response towards the consumer green stigmatization will be tested during this survey, a positive correlativity will be assumed.

3.4.3.4 MOD VAR ( Z4 ) : Gender ( G )

The accomplishments and the functions assumed by each gender have led some research workers to presume that females are more likely to act proactively towards the environment Finishers, Mario & A ; Leal, ( 2009 ) Mainieri & A ; Barnett ( 1997 ) the research worker will follow the same premise during the research.

3.4.5 Research Premises

A1: The research worker assumes that a relationship exists between the variables in the theoretical account, as proven by old research workers such as Keller ( 1993 ) , Aaker ( 1991 ) , Chen ( 2009 ) , Kim et Al. ( 2008 ) , Ambler ( 1997 ) , Morgan & A ; Hunt ( 1994 ) , Faircloth et Al. ( 2001 ) , Henion ( 1972 ) , Granzin & A ; Olson ( 1991 ) , ) Mainieri & A ; Barnett ( 1997 ) , Roberts ( 1996 ) .

A2: The research worker assumes that the

3.4.6 Research Restrictions

L1: The research and its findings are limited to the Egyptian population life in Cairo, as due to clip restraints the research worker was non be able to go outside of Cairo.

L2: The research doesnt take into consideration the other independent & A ; chairing variables that may impact the green trade name equity.

L3:

3.5 RESEARCH QUESTIONS AND HYPOTHESES

3.5.1 Major Research Questions

( MjRQ1 ) What are the factors that largely affect the green trade name equity of the Telecom operators from a consumer position?

( MjRQ2 ) How can the consumer demographics moderate the consequence of the Green trade name image, satisfaction, trust and consciousness on green trade name equity?

By replying these inquiries, the research worker should be able to assist Telecom operators on how to advance their trade names as Green and which sections should they aim with this type of stigmatization.

3.5.2 Minor Research Questions

The minor research inquiries test the relationships in the theoretical account that have been developed by the research worker in the theoretical account diagram which explains the factors impacting and chairing the Green Brand Equity.

The inquiries address the relationships between the theoretical account variables that have been established by old research workers Keller ( 1993 ) , Aaker ( 1991 ) , Chen ( 2009 ) , Kim et Al. ( 2008 ) , Ambler ( 1997 ) , Morgan & A ; Hunt ( 1994 ) , Faircloth et Al. ( 2001 ) , Henion ( 1972 ) , Granzin & A ; Olson ( 1991 ) , ) Mainieri & A ; Barnett ( 1997 ) , Roberts ( 1996 ) .

( MnRQ1 ) Is there a direct relationship between the Green Brand Image ( GBI ) and the Green Brand Equity ( GBE ) ?

( MnRQ2 ) Is there a direct relationship between the Green Satisfaction ( GS ) and the Green Brand Equity ( GBE ) ?

( MnRQ3 ) Is there a direct relationship between the Green Trust ( GT ) and the Green Brand Equity ( GBE ) ?

( MnRQ4 ) Is there a direct relationship between the Green Awareness ( GA ) and the Green Brand Equity ( GBE ) ?

( MnRQ5 ) To what extent does the consumer demographics represented in Income Level ( IL ) , Education Level ( EL ) , Age ( A ) and Gender ( G ) moderate the relationship between the Green Brand Image ( GBI ) and the Green Brand Equity ( GBE ) ?

( MnRQ6 ) To what extent does the consumer demographics represented in Income Level ( IL ) , Education Level ( EL ) , Age ( A ) and Gender ( G ) moderate the relationship between the Green Satisfaction ( GS ) and the Green Brand Equity ( GBE ) ?

( MnRQ7 ) To what extent does the consumer demographics represented in Income Level ( IL ) , Education Level ( EL ) , Age ( A ) and Gender ( G ) moderate the relationship between the Green Trust ( GT ) and the Green Brand Equity ( GBE ) ?

( MnRQ8 ) To what extent does the consumer demographics represented in Income Level ( IL ) , Education Level ( EL ) , Age ( A ) and Gender ( G ) moderate the relationship between the Green Awareness ( GA ) and the Green Brand Equity ( GBE ) ?

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