The impact of environmentally friendly marketing on the performance of energy startups
Subject Areas : marketingmaryam hosseini 1 * , yaser faizi 2
1 - Assistant Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - PhD student, United Arab Emirates branch, Islamic Azad University, Dubai, Dubai.
Keywords: environmentally friendly marketing, customer trust, customer satisfaction, organization performance,
Abstract :
This study was conducted with the aim of evaluating the impact of environmentally friendly marketing on the performance of startups in the energy field. This research is applied in terms of purpose and descriptive-survey in terms of nature and form of implementation. The statistical population of this research includes all the employees of energy startups in Tehran province (103), of which a sample of 82 people was selected using Cochran's formula. In this study, a questionnaire containing eight dimensions and 29 questions was used to collect information to test the hypotheses, which was developed based on a five-point Likert scale. The validity of the questionnaire was confirmed by the convergent validity method and the reliability of the questionnaire was confirmed using Cronbach's alpha coefficient and composite validity. The partial least squares technique has been used to test the hypotheses. The results of the research hypotheses test showed that environmentally friendly marketing has a significant impact on customer satisfaction, customer trust and organizational reputation. Also, based on the obtained results, it was found that all three variables of customer satisfaction, customer trust and organizational reputation have a positive and significant effect on all four dimensions of the balanced scorecard.