THE SURVEY DATA SET for GREEN MARKETING PRACTICE AS A TOOL OF ENVIRONMENTAL PROTECTION: THE CASE OF SELECTED WATER BOTTLING COMPANIES AND OFFICES IN ROBE AND SHASHEMENE TOWNS, ETHIOPIA
The data set is about green marketing and the environmental protection of selected water bottling companies and offices in Robe and Shashemene towns, Ethiopia. Two hundred thirty-eight respondents were surveyed with five-point Likert scale questionnaires and observed to acquire primary data. The structural equation model (SEM) was analyzed with SmartPLS version 4. The study indicated that green prices had moderately significant correlations with the environmental protection of the study area, while place, product, and promotion had a modest impact on environmental protection. Furthermore, the coefficient path findings indicated that green price was the most influential variable of green marketing on environmental protection, followed by green products, green promotion, and green place, respectively. Generally, the research's findings indicate that the independent variables (green marketing) could explain 37.9% of the dependent variables (environmental protection), which confirmed that green marketing has significantly influenced environmental protection.
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To reach the goals of the research, both an explanatory and a descriptive research method were used. Moreover, mixed research approaches were employed to describe and explain qualitative answers from interviews as well as generalize and interpret descriptive and inferential statistics using a quantitative approach. Primary data was collected from 143 respondents using the 5-point Likert scale questionnaire. However, out of the total of 143 questionnaires distributed, only 131 (91.6%) were valid and used for analysis. After the collection, the data was coded, recorded, and entered into SPSS version 25 for assessment. Then, statistical tools such as frequency, percent, standard deviation, and mean were used to describe the data. Moreover, multiple linear regression and Pearson correlation were utilized to show the correlation between tourism marketing and the economic sustainability of tourist destinations.
Madda Walabu University