Impact of Green Marketing Strategy on Brand Awareness: Business, Management, and Human Resources Aspects

Abstract

Given the move towards industrialization in societies, the increase in dynamism and competition among companies to capture market share, raising concerns about the environment, government, and international regulations and obligations, increased consumer awareness, pressure from nature-loving groups, etc., organizations have become more attentive to issues related to environmental management. Over time, concepts such as green marketing have permeated marketing literature, making environmental considerations one of the most important activities of companies. To this end, this research examines the impact of green marketing strategy on brand awareness (case study: food exporting companies). The population of this research consists of 345 employees and managers of companies like Kalleh, Solico, Pemina, Sorbon, Mac, Pol, and Castle, from which 182 individuals were randomly selected as the sample using Cochran's formula. This research is practical, and the required data have been collected through a survey and a questionnaire. The research results indicate that (1) green marketing strategy significantly affects brand awareness. (2) Green products have a significant positive effect on brand awareness. (3) Green promotions have a significant positive effect on brand awareness. (4) Green distribution has a significant positive effect on brand awareness. (5) Green pricing has a significant positive effect on brand awareness.