The Influence of Green Marketing Strategies on Firm’s Performance by considering the moderating Role of Environmental Awareness of Customers

Subject Areas : Sustainable Development

Abolfazl Khosravi ¹ , Razieh Mohammadi ² , Mohsen Torabi ³ , Mohammad Reza Fathi ⁴ , Hossein Norouzi ⁵

1 - Associate Professor., Department of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran. *(Corresponding Author)
2 - Department of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran.
3 - Assistant Professor., Department of Management and Accounting, Hormozgan University, Bandar Abbas, Iran.
4 - Associate Professor., Department of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran.
5 - Assistant Professor., Department of Management, Kharazmi University, Tehran, Iran

Received: 2021-07-31 Accepted : 2021-10-12 Published : 2024-12-21

Keywords: Green Marketing Strategies, performance of companies, Environmental Awareness of Customers, food industry of Alborz province.,

Abstract :

Background and Objective:­­ The dynamics and intense competition in the market, growing environmental concerns, government regulations, and increased consumer awareness have compelled companies to focus on the physical and mental well-being of consumers, as well as the cleanliness of their environment. This study aims to investigate the impact of green marketing strategies on corporate performance, considering the moderating role of customers' environmental knowledge.

Material and Methodology:  The statistical population of this study includes food industries in Alborz province, with the sample size determined using the Morgan table. Data were collected using a questionnaire, and the analysis was conducted with LISREL software. Structural equation modeling and path analysis techniques were employed to examine the relationships between variables.

Findings:  The results revealed that out of seven hypotheses, six were confirmed, and one was rejected. A positive and significant relationship was found between green marketing strategies and corporate performance. Additionally, customers' environmental knowledge moderates the relationship between green marketing strategies and corporate performance. However, no significant relationship was observed between green production processes and corporate performance.

Discussion and Conclusion: The findings suggest that green marketing strategies can enhance corporate performance. However, the lack of a significant impact of green production processes on performance highlights the need for reviewing and improving the implementation of these processes. Furthermore, customers' environmental knowledge emerges as a critical factor in the success of these strategies.

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