The impact of organizational reputation on green marketing from the perspective of women consumers of organic products
Subject Areas : Public Policy In Administration
صدیقه طوطیان اصفهانی
1
(
هیات علمی دانشگاه
)
شهرزاد طیاران
2
(
استادیار گروه مدیریت ، دانشکده علوم انسانی، دانشگاه آزاد اسلامی واحد تهران الکترونیک
)
نفیسه ملا صالحی
3
(
دانشجوی کارشناسی ارشد بازرگانی دانشگاه آزاد اسلامی واحد الکترونیک
)
Keywords: ( Green Marketing), (Corporate), (Corporate Reputation),
Abstract :
Background: Earth is one of nature's gifts of God to the human race is. Unfortunately, the Industrial Revolution, followed by rapid scientific progress, resulting in increased pollution of the environment. Objective: This study investigated the effects of corporate reputation is on green marketing.Methods: The study population consisted of all consumers of organic products in the West of Tehran. Using Cochran and simple random sampling method 385 persons were chosen. In addition to collecting data from questionnaire software LISREL and spss were used. In the study to measure organizational reputation questionnaire to measure Yang and Kord-e Shul and Bozanjani green marketing questionnaire (1391) was used.Findings& Conclusion: The results obtained in this study indicate that corporate reputation index (validity and reliability, reputation, expertise, corporate responsibility, enterprise management and financial performance) has a significant impact on marketing green (green product, green promotion, price and distribution green green) are. Thus, the main hypothesis of this study indicate the impact of organizational reputation on green marketing will be accepted.
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