Investigating the Effect of Entrepreneurial Orientation on Business Performance with the Mediating Role of Green Marketing Strategy, Green Process and Green Product Labeling in Iran Air Company
Subject Areas : Business ManagementAzita Ahgar 1 , Samaneh Mahdizadeh 2
1 - 2. Assistant Professor, Department of Public Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Assistant Professor, Department of Public Administration, Islamic Azad University, Central Tehran Branch, Tehran, Iran
Keywords: Tendency to Entrepreneurship, Business, Green Marketing Mix Strategy, Green Process, Green Product Labeling. ,
Abstract :
The present research has investigated the impact of entrepreneurial orientation on business performance with the mediating role of green marketing strategy, green process and green product labeling in Iran Air. This research is applied in terms of purpose and descriptive-survey in terms of method. The statistical population is 420 employees of Iran Air and the sample number of 201 people was selected by simple random and based on Cochran's formula. The data collection tools are five questionnaires on entrepreneurial orientation from the point of view of Misa and Allegri (2014), the mixed green marketing strategy from the point of view of Hill et al. (2011), the green process from the point of view of Zhao et al. (2014), the business performance is from the point of view of Koranfeleh et al. (2014) and the validity is convergent, divergent, factor loading and reliability of the entrepreneurial orientation questionnaire (0.845), mixed green marketing strategy (0.830), green process (0.819), Green label (0.863), business performance (0.819) has been obtained, and using the Kolmogorov Smirnov test, factor analysis and structural equations of Smart Pls, the influence between the hypotheses was investigated. The research results show that the mean of all variables is greater than the mean of the Likert spectrum. The value of the t statistic is greater than the critical value of 1.96. Based on each of these statistical findings, it can be said with 95% confidence: all hypotheses (except the first and seventh hypotheses) were proven, so that the effect of entrepreneurial orientation on business performance with the mediating role of green marketing strategy, green process and labeling The green product was approved by Iran Air and at the end, proposals were presented to Iran Air.
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