Examining the Impact of Green Marketing Strategy on Customer Value in the Egyptian OTC Pharmaceutical Market

Ola Alaa El-Dien Ahmed Mohamed El-Badawy^1, and Dr. Wael Kortam²

¹Graduate School of Business (AASTMT), Cairo, Egypt

²Professor of Marketing, Department of Business Administration Founding Director Advanced Marketing Research Center (AMRC)

Cite this paper:
Ola Alaa El-Dien Ahmed Mohamed El-Badawy and Dr. Wael Kortam. Examining the Impact of Green Marketing Strategy on Customer Value in the Egyptian OTC Pharmaceutical Market. American Journal of Environmental Protection. 2024; 12(4):63-72. doi: 10.12691/env-12-4-3

Abstract

Purpose: This research investigates the impact of green marketing strategies on customer value in the Egyptian OTC pharmaceutical market. It examines the relationships between green marketing dimensions (awareness, impact, perceived benefits, and availability) and customer value components (financial, perceived quality, and psychological value). The study employs a quantitative research methodology, utilizing a structured questionnaire to collect data from a sample of consumers in Egypt. Structural Equation Modeling (SEM) is employed to analyse the data and test the proposed hypotheses. The findings reveal a significant positive impact of green marketing strategies on customer value. Moreover, the study explores the moderating effects of demographic factors (gender, income level, and education level) on these relationships. The implications of these findings for practitioners and policymakers are discussed, along with suggestions for future research. Research methodology: The study employs a quantitative research design, which is suitable for examining relationships between variables and testing hypotheses. This design allows for the collection of numerical data that can be statistically analysed. specifically, a cross-sectional survey design. This design allows for the collection of data at a specific point in time, enabling the examination of the relationships between green marketing strategies and customer value in the Egyptian OTC pharmaceutical market. Main Findings: The study's findings provide a clear answer to the research questions and demonstrate a positive relationship between green marketing strategy (green marketing awareness, green marketing impact, green marketing perceived benefits, and green marketing availability) and customer value (financial value “value of money”, perceived quality, and psychological value) for OTC products in the Egyptian pharmaceutical market through three moderating variables (gender, income level, and education level). Implications: Based on the findings of this research, the following implications for practitioners in the Egyptian OTC pharmaceutical industry can be drawn: Prioritize Green Marketing: Pharmaceutical companies should prioritize green marketing strategies as a key driver of customer value. Enhance Green Marketing Awareness: Invest in effective communication channels to increase consumer awareness of green initiatives and their benefits. Highlight Environmental Impact: Clearly communicate the environmental impact of green products and practices. Focus on Perceived Benefits: Emphasize the specific benefits that consumers can derive from using green products. Ensure Product Availability: Ensure that green products are readily available to customers through a well-established distribution network. Tailor Strategies to Demographics: Consider the specific needs and preferences of different demographic segments when implementing green marketing strategies. Limitations and Future Work: The study had limitations that were beyond the researcher's control and could have influenced the results (Gelman & Hill, 2006; Gelman & Loken, 2014). Questionnaire research instruments were distributed electronically to individuals representing themselves as leaders, and it is possible that survey recipients forwarded the survey to non-qualified respondents. The survey included sections for respondents to confirm their qualifications, which helped to mitigate the limitation.

Keywords:
Green Marketing (GM) Customer Value Sustainability Green Marketing Strategy Eco-friendly products Green Price Sustainable Development Green Promotion Green Advertising OTC Egyptian Pharmaceutical Market

This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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