Studying the Moderating Effect of Consumers’ Demographics on the Relationship between Green Marketing Strategies and Perception of Climate Change: A Field Study on Fast Food Restaurants in Egypt

This research aims to study the effect of green marketing strategies (environmentally friendly marketing activities from production to product delivery) of fast-food restaurants on Egyptian consumers’ perception of climate change, given the moderating (modifying) effect of their demographic characteristics in a step toward increasing their environmental concern and participation in limiting the implications of climate change. The research is conducted to fill the research gap of rarely applying that relationship to Egypt and in different sectors rather than fast food restaurants. A field study was conducted on consumers of fast food using a non-probability snowballing sample, as the researcher could not access the mean and variance of all consumers geographically dispersed in Egypt. The data was collected using Google Forms and shared with public pages and the researcher’s friends on Facebook, WhatsApp, and Gmail, who in turn nominated and shared it with others. The collected data were then analyzed using descriptive statistics of the research variables, confirmatory factor analysis, normality tests, correlation tests, and two multiple regression models, one to test the first hypothesis and the other to test the second hypothesis. The analysis proved a significant and positive effect of each green product, green place, and green promotion on consumers’ perception of climate change, as the p-value was less than 0.05. While green prices and green packaging did not affect consumers’ perception of climate change, Moreover, a significant difference in the relationship between green marketing strategies and consumers’ perception of climate change was found with respect to consumers’ demographics as moderating variables.