Responsibility of the company's social impact and environmental orientation in marketing performance in health food companies

Subject Areas : مدیریت ، برنامه ریزی و آموزش محیط زیست

Leila Andervazh ¹ , alireza rajabipoor meibodi ² , iman ghasemi hamedani ³ , marsha zarbazo ⁴

1 - Assistant Professor, Department of Business Managemet,Khorramshahr International Branch,Islamic Azad University,Khorramshahr, Iran. *(Corresponding Author)
2 - Assistant Professor, Department of Business Management, Yazd University, Yazd, Iran.
3 - Ph.D. Student in Marketing Management, Department of Business, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran.
4 - Department of Business Managemen, Roudehen Branch, Islamic Azad University, Roudehen, Iran.

Received: 2021-02-04 Accepted : 2021-05-01 Published : 2021-10-23

Keywords: environmental orientation, health-based companies, marketing performance, Green Marketing, corporate responsibility,

Abstract :

Background and Objective: The purpose of this study was to explain the impact of corporate social responsibility and environmental orientation variables on green marketing performance (green internal marketing orientation, green marketing tactics and strategic green marketing orientation) and then the impact of these variables on Marketing performance was examined. Material and Methodology: This research is in the category of applied research in terms of purpose and is in the category of descriptive-survey research in terms of implementation method and the data collection tool is a structured questionnaire. The statistical population of all health-oriented companies in Tehran province is about 1120 companies. In this research, the sampling method was a simple random method and the sample size according to the statistical population of 1120 was 286 companies, which was determined according to the Cochran's formula and at an error level of 5%. Findings: Based on the results of this study, only the hypothesis of the impact of corporate social responsibility on the trend of green internal marketing has not been confirmed and other hypotheses have been confirmed. Discussion and Conclusion: In the first hypothesis, considering that the t-statistic is equal to 1.57 and this value is in the range (1.96, -1.96), so it is not significant. Therefore, it is clear that at the level of 95% confidence of corporate social responsibility has no effect on the trend of green internal marketing. -) is so it can be concluded that this hypothesis is not significant -13.45. Therefore, it is clear that environmental orientation has no effect on green internal marketing orientation.

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