EFFECTS OF GREEN MARKETING STRATEGIES ON SALES VOLUME OF GREEN CARS

Abstract

This empirical study aims to investigate the influence of green marketing strategy on sales growth of green cars in Jordan. The study analyses the data of 332 car dealers during 2010-2014. The results reveal both positive (green product, green promotion and green process) and negative (green price, green physical evidence, green people, green distribution on sales growth) influence of green marketing strategy on sales growth. The study further finds that adoption of green marketing strategy may significantly increase the sales volume of green cars. However, the adoption of marketing strategies may decline the sales volumeof non-green cars comparing with the green cars.