Examining the Relationship Between Sustainable Marketing Dimensions, Social Responsibility, and Customer Relationship Management

Subject Areas : Environmental pollutions (water, soil and air)

Abolfazl Khosravi ^{1 *} , maysam shafiee ² , Mohammad Reza Fathi ³ , jaber yavary ⁴ , Abu al-Qasim yusef ⁵

1 - Associate Professor, Department of Business Management and EntrepreneurshipUniversity of Tehran, Qom, Iran. * (Corresponding Author)
2 - Associate Professor, Department of Business Management and EntrepreneurshipUniversity of Tehran, Qom, Iran.
3 - Associate Professor, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Qom, Iran.
4 - Teacher at Golpayegan Education Department Schools – Master's Graduate in Public Administration, Iran.
5 - Master's Degree in Executive Management, Faculty of Management and Accounting, University of Tehran, Qom, Iran.

Received: 2023-02-12 Accepted : 2025-01-21 Published : 2025-06-22

Keywords: Sustainable marketing, social responsibility, customer relationship management, green marketing, ecological marketing.,

Abstract :

Background and Objective: In today's world, organizations that prioritize their social responsibilities are more successful in achieving their goals. This study aimed to examine the relationship between the dimensions of sustainable marketing, social responsibility, and customer relationship management.

Methodology: This descriptive-correlational study targeted food production companies located in the Shokouhieh Industrial Zone, Qom, as its statistical population. Data were analyzed using structural equation modeling (SEM) and the SPSS and AMOS software.

Findings: The results indicated that ecological marketing, green marketing, and social marketing have a significant positive impact on customer relationship management. Among these, ecological marketing had the strongest influence, with an effect size of 0.773, and these three variables collectively explained 71% of the variations in customer relationship management. Additionally, ecological marketing and green marketing positively influenced social responsibility, with ecological marketing showing the strongest relationship (effect size of 0.539). Together, these two variables explained 44% of the variations in social responsibility.

Discussion and Conclusion: The findings reveal a significant positive relationship between sustainable marketing, social responsibility, and customer relationship management. Overall, the results suggest that companies can establish long-term relationships with their customers when they incorporate environmental considerations into their strategic planning and marketing mix policies.

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