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The International Journal of Management Science and Information Technology (IJMSIT)


The international journal of management Science and information technology (IJMSIT) is a refereed journal and publishes high-quality theoretical and empirical papers in the areas of management science and information technology. This journal reports the impact of information technologies on the managerial and organizational topics. IJMSIT develops a comprehensive and theoretical framework by using a multidisciplinary approach to management and information technology for researchers and practitioners.


Editor-in-chief: J. J. Ferreira, University of Beira Interior, Portugal, Email:
Published: Quarterly
Copyright: 2012, North American Institute of Science and Information Technology (NAISIT)
ISSN: ISSN 1923-0265 (Print) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM)

Relationship between sustainable buying intention and marketing strategies
12 : Special Issue: 2012 AEDEM Annual Meeting ( 2014-06 )


In this paper, we analysed the relationship between sustainable buying intention (SBI) and marketing strategies (price, product, communication and placement) and We use a theoretical model to test hypothesis via structural equation model by maximum likelihood in AMOS version 19.0 software. Sampling (N=524) was performed at sale points of the business premises where volunteer participants answered a structured questionnaire in the five-point Likert scale. The results show a strong association with marketing strategies and sustainable buying intention, so the price is still a very important factor when purchasing. The managerial implication of this study more relevant would focus on the importance for companies to recognize that marketing strategies are assets which have to invest more effort.

Author(s): Lizbeth Salgado-Beltrán - Mexico. - Universidad de Sonora
María E. Subira-Lobera - Spain - Universidad de Barcelona
Luis F. Beltrán-Morales - Mexico. - Centro de Investigaciones Biologicas del Noroeste
Keywords: marketing strategies, sustainable buying intention, Structural equation model, green marketing, corporate social responsibility.
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