Green marketing orientation scale: modification and re-validation in the Ethiopian context

Key Points

• The research aims to modify and validate a green marketing orientation scale tailored for Ethiopia, assessing its effectiveness.
• Conducted surveys and interviews in Ethiopia to gather data on consumer behavior regarding green marketing.
• Analyzed responses to identify key factors influencing green marketing orientation.
• Validated the modified scale through statistical testing to ensure reliability and validity.
• The modified scale reflects unique cultural and environmental factors relevant to Ethiopian consumers.
• Statistical analysis shows a strong correlation between green marketing orientation and sustainable practices.
• Findings indicate that adapting global marketing frameworks to local contexts leads to improved marketing strategies.