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

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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.

Modifies and re-validates a green marketing orientation scale in the Ethiopian context, highlighting its relevance for sustainable practices.

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Demessie et al. (2026) studied this question.

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