Evaluating the effectiveness of green marketing of socio-economic organizations in reducing environmental pollution
محورهای موضوعی : Research paperHojjat Nazari 1 , Sadegh Zibakalam 2 , Mohammad Reza Parvin 3
1 - Department of Environmental Law, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Prof. of Political Science, Tehran University, Tehran, Iran
3 - Assistant Prof. of Biolaw, Agricultural Biotechnology Research Institute of Iran (ABRII), Agricultural Research, Education and Extension Organization(AREEO), Karaj, Iran
کلید واژه: Green marketing, Effectiveness evaluation, environmental advertising, reduction of environmental pollution,
چکیده مقاله :
The purpose of this study is to measure and evaluate the effectiveness of environmental advertising related to green marketing by organization. In other words, the researcher seeks to find the success rate of environmental advertising in reducing environmental pollution. The type of goal is an application that has been done by descriptive-survey method. A researcher-made questionnaire was used to collect data. The statistical populations of the study were consumers of environmental friendly goods in Tehran. Confirmatory factor analysis method and SPSS, Version21 and AMOS (2016) software were used for data analysis. The results showed that the models for measuring the research variables are appropriate models. Because the value of χ2 and the value of RMSEA are low and also the values of AGFI, GFI and NFI are greater than 0.9 and the significance level of factor loads is less than 5%, which indicates the significance of the relationship defined in the measurement models. Also, the effect of communication stimuli on the cognitive and emotional response of consumers and then the effect of content stimuli on the cognitive and emotional response of users in this study has the highest influence. However, neither content nor communication stimuli have influenced consumer attitudes.
Ajami, F., & Fataei, E. (2015). Determination of Heavy Metals level (lead, cadmium, chrome) in waters of Meshkinshahr River for agricultural use. Advances in Bioresearch, 6(3).
Barney J., Griffin R.W. (1992). The management of organizations: strategy, structure, behavior. Boston: Houghton Mifflin Co, 1992.
Beskese, A., Demir, H.H., Ozcan, H.K., Okten, H.E. (2015). Landfill site selection using fuzzy AHP and fuzzy TOPSIS: a case study for Istanbul. Environmental Earth Sciences, 73(7), 3513–3521. https://link.springer.com/article/10.1007%2 Fs12665-014-3635-5
Cassel, J. (2008), Enforcing Environmental Human Rights: Selected Strategies of US Rights Volume 6, Issue 1.
Dabiri F, Ganjalinejhad M, Zarei S, Salehpour SA, (2018) A Review on National and International Legal Documents on Combating Sand and Dust Storms, Anthropogenic Pollution Journal, 2 (1): 24- 37
Esmaeili-Falak, M. (2017) Effect of System’s Geometry on the Stability of Frozen Wall in Excavation of Saturated Granular Soils. Doctoral dissertation, University of Tabriz.
Fataei, E. (2017). Soil carbon, nitrogen and phosphorus pools under exotic tree plantations in the degraded grasslands of Iran. Agricultural & Biological Research, 33(2), 113-127.
Gurau C., Ranchhod A. (2005), “International green marketing ,A comparative study of British and Romanian firms”, International Marketing Review,Vol. 22 No. 5, pp. 547- 561.
Hall D., Jones R., Raffo C., Anderton, A. (2008). Business Studies (Fourth ed.). Essex: Pearson Education. ISBN 9781405892315.
Hartmann P., ApoalazaIbanez. (2006). “Green value added”, Marketing Intelligence & Planning, Vol. 24 No. 7, pp. 673-680.
Hollensen S. (2007). Global Marketing: A Decision-Oriented Approach. 4th edition, England: Pearson Education Unlimited, Essex.
Hosseini, S.H., Daneshfard, K., Memarzadeh Tehran, G.R., Bahmanpour, H. 2019. Validation of Networking Approach in Environmental Policy in IRAN to Decrease Environmental Pollution by Factor Analysis Method, Anthropogenic Pollution Journal, Vol 3 (2), 2019: 1-9, DOI: 10.22034/ap.2019.668486
Huang J., Su S., Zhou L., Liu X. (2013). Attitude toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising. Journal of Interactive Marketing, 27(1): 36-46.
Iyengar, R., Van den Bulte, C. and Valente, W.T. (2011). Opinion Leadership and Social Contagion in New Product Diffusion. Marketing Science, 30 (2): 195-212.
ISO. (2019). For a detailed analysis of the ISO 26000 development process see Hahn, R. (2012): "Transnational Governance, Deliberative Democracy, and the Legitimacy of ISO 26000". In: Business and Society doi:10.1177/0007650312462666
Kotler P., Armstrong G. (2008). Principles of marketing, New Jersey: Prentice Hall. Lee K. (2008), “Opportunities for green marketing: young consumers”, Marketing Intelligence & Planning, Vol. 26 No. 6, pp. 573-586.
Mostafa M.M. (2009), Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps, Expert Systems with Applications (36), PP: 11030–11038.
Nassr, A., Esmaeili-Falak, M., Katebi, H., & Javadi, A. (2018). A new approach to modeling the behavior of frozen soils. Engineering Geology, 246, 82-90.
Ottman, J. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. ebook.
Porter L. Golan G. (2006). From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising. Journal of Interactive Advertising, 6 (2): 26- 33.
Prakash A. (2002), “Green marketing, public policy and managerial strategies”, Business Strategy and the Environment, vol. 11,pp. 285–297.
Rahbar, E., Abdul Wahid, N. (2011), “Investigation of green marketing tools’effect on consumers’ purchase behavior”, BUSINESS STRATEGY SERIES, Vol. 12 No. 2, pp. 73-83.
Rouhani, A., Taybi Sani, S.M., Bahmanpour, H. (2017). Spatial assessment and environmental sustainability assessment of Shemiranat sports complexes in Tehran in relation to air pollution zoning: In order to sustainable development and environmental protection, Journal of Geography (Regional Planning), Year 8, No. 1, 236-215.
Soleimani I. (2019). Right to Environment in the Islamic Sources, Anthropogenic Pollution Journal, Vol 3 (1), 2019: 33-38. Available online at www.ap.iauardabil.ac.ir
Tavakoli F., Zaimdar M., Lahijanian A. (2019). The Impact of Environmental Education on The Environmental Behavior of Elementary Anthropogenic Pollution Journal, Vol 5 (1), 2021: 1-9 9 School Students, Anthropogenic Pollution Journal, Vol 3 (2), 2019: 37-42
UNCTAD. (2018). Emprise Women in Business Awards 2018 – World Investment Forum – UNCTAD", worldinvestmentforum.unctad.org. Retrieved 29 November 2018. WBCSD. (2020). World Business Council for Sustainable Development – WBCSD". Genève Internationale. Retrieved 28 November 2018.
Yazdani N. (2015). Evaluating the effectiveness of online advertising in the Iranian carpet market, Journal of Modern Marketing Research, Vol. 5, No. 1 (16). 43-58 pp.
Zehner O. (2012). Green Illusions, University of Nebraska Press, 2012. An environmental sociology text forming a critique of energy production and green consumerism.
