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WH 2020, 5 pages - Article ID: WH-2101142112300
Investigating the Impact of Green Marketing Strategy on Business Performance by Considering Company Image and Environmental Protection
Payam Noor university -West Tehran Center, Tehran, Iran.
ABSTRACT
Introduction: The evolving society and the growing attention to workplace and environment have led many companies to focus on green concepts as a major source of strategic change. The purpose of this study is to study the impact of green marketing strategy by considering the role of product or service quality, environmental protection and company image on business performance.
Methods: This research will be conducted in food industry companies. To determine the sample size in this study, the number of samples based on Krejcie and Morgan table is 175 people. The sampling method is also stratified random by gender. In this way, the results of the research can be expressed and generalized not only for the whole society, but also for its different classes and groups. In the present study, the standard questionnaire is used to examine and explain the hypotheses and research question. In this research, SPSS22 software is used for descriptive analysis of data, PLS Smart software is used to perform structural equations. Factor analysis is used to analyze the data in structural equation modeling.
Results: The results and analysis showed that hypothesis H1 is valid. That’s mean green marketing strategy affects the image of the company.
Discussion: Green marketing is the use of one of the most important variables to create an image of the company in the mind of the consumer who likes to create the environment and makes the company use the market share and have ads compared to competitors.
Introduction: The evolving society and the growing attention to workplace and environment have led many companies to focus on green concepts as a major source of strategic change. The purpose of this study is to study the impact of green marketing strategy by considering the role of product or service quality, environmental protection and company image on business performance.
Methods: This research will be conducted in food industry companies. To determine the sample size in this study, the number of samples based on Krejcie and Morgan table is 175 people. The sampling method is also stratified random by gender. In this way, the results of the research can be expressed and generalized not only for the whole society, but also for its different classes and groups. In the present study, the standard questionnaire is used to examine and explain the hypotheses and research question. In this research, SPSS22 software is used for descriptive analysis of data, PLS Smart software is used to perform structural equations. Factor analysis is used to analyze the data in structural equation modeling.
Results: The results and analysis showed that hypothesis H1 is valid. That’s mean green marketing strategy affects the image of the company.
Discussion: Green marketing is the use of one of the most important variables to create an image of the company in the mind of the consumer who likes to create the environment and makes the company use the market share and have ads compared to competitors.