Abdallah Q. Bataineh

This study aims to determine the impact of green marketing (green perceived value), green products (green buildings), and environmental concerns on Jordanian consumers’ attitudes toward buying green buildings in Jordan. The research population includes all consumers in Amman, the capital of Jordan, who might be interested in buying such buildings. A convenience sample is used to collect data from the respondents by distributing the questionnaire among 400 consumers using Google Forms. 357 questionnaires were found valid for statistical analysis. The results of the multiple regression test showed that R equals 0.815, which indicated that green marketing and consumers’ attitudes toward buying green buildings in Jordan are positively and highly correlated, with a percentage of 81.5%. R square equals 0.664, indicating that the variation in green marketing explains 66.4% of the variance in consumers’ attitudes toward green buildings in Jordan. Moreover, the hierarchical multiple regression test showed that there is an increase in R and R2 values in the existence of product awareness as a moderating variable between green marketing and consumers’ attitudes toward buying green buildings in Jordan.

This research aimed to investigate the impact of smartphone advergames characteristics on purchasing intentions. Four dimensions were considered (irritation, entertainment, credibility, and informativeness). To achieve this aim, the researchers developed a model based on literature reviews and previous studies; a self-administrated questionnaire was designed and distributed over a convenience sample. The researchers used a quantitative method and a descriptive-analytical approach; the study sample consisted of 600 consumers, and 519 questionnaires were returned with an 86.5% response rate. Various statistical methods, including descriptive, simple linear regression, were used to analyze the data and test the hypotheses. This research’s key findings were that there is a statistically direct impact of irritation, entertainment, credibility, and informativeness on consumers’ purchasing intentions. Moreover, there is a mediating role of game involvement between advergames and consumers’ purchasing intentions. Hence, many Jordanian companies can use smartphone mobile advertising to increase sales and create product brand image among consumers. Smartphone advergaming provides numerous opportunities and challenges for advertisers in the current dynamic business environment.

Acknowledgment
The authors are grateful to the Middle East University, Amman, Jordan, for the full financial support granted to this research project.