The investigation in effective factors on development of green marketing’ (Case Study: Food Industries)

Document Type: Research Paper

Authors

1 Department of Business Management, Abhar branch, Islamic Azad University, Abhar, Iran.

2 Department of Industrial Management, Abhar branch, Islamic Azad University, Abhar, Iran.

10.22075/ijnaa.2020.4654

Abstract

The concern for destruction of environment has been turned into a critical problem in recent years and in addition to profitability and sales the marketers concern with consumer’s health. Dynamism and importance for protection of environment, serious competition, rising concern of consumer, public regulations and increased awareness in customers caused enterprises to produce green products to acquire competitive advantage and to attract eco-friendly customers to protect from it. Thus, coincided with rising concerns and importance of environmental issues, development and analysis of related concepts to green marketing development and improvement are assumed necessary for the post generations. He studied statistical population is composed of customers or food consumers of foods at shopping centers in Tehran and statistical population, including 384 subjects, were tested using conceptual model by structured equation modeling and least partial square methods with AMOS software in which the findings showed that variables of macro environment, marketing mix, social responsibility, environmental knowledge management, green branding, social marketing, interactive marketing, security and vale affected development of green marketing. The results of current research could propose a local model with respect to conditions in Iran.

Keywords