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Taherpouran, Fereshteh, abadi, Hossein, Haji Karimi, Babak. (1399). The investigation in effective factors on development of green marketing’ (Case Study: Food Industries). نشریه تخصصی هنرهای کاربردی, 11(Special Issue), 413-431. doi: 10.22075/ijnaa.2020.4654
Fereshteh Taherpouran; Hossein abadi; Babak Haji Karimi. "The investigation in effective factors on development of green marketing’ (Case Study: Food Industries)". نشریه تخصصی هنرهای کاربردی, 11, Special Issue, 1399, 413-431. doi: 10.22075/ijnaa.2020.4654
Taherpouran, Fereshteh, abadi, Hossein, Haji Karimi, Babak. (1399). 'The investigation in effective factors on development of green marketing’ (Case Study: Food Industries)', نشریه تخصصی هنرهای کاربردی, 11(Special Issue), pp. 413-431. doi: 10.22075/ijnaa.2020.4654
Taherpouran, Fereshteh, abadi, Hossein, Haji Karimi, Babak. The investigation in effective factors on development of green marketing’ (Case Study: Food Industries). نشریه تخصصی هنرهای کاربردی, 1399; 11(Special Issue): 413-431. doi: 10.22075/ijnaa.2020.4654

The investigation in effective factors on development of green marketing’ (Case Study: Food Industries)

International Journal of Nonlinear Analysis and Applications
دوره 11، Special Issue، بهمن 2020، صفحه 413-431    اصل مقاله (594.64 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22075/ijnaa.2020.4654
نویسندگان
Fereshteh Taherpouran1؛ Hossein abadi* 1؛ Babak Haji Karimi2
1Department of Business Management, Abhar branch, Islamic Azad University, Abhar, Iran.
2Department of Industrial Management, Abhar branch, Islamic Azad University, Abhar, Iran.
تاریخ دریافت: 07 اسفند 1398،  تاریخ بازنگری: 17 مهر 1399،  تاریخ پذیرش: 21 مهر 1399 
چکیده
The concern for destruction of environment has been turned into a critical problem in recent years and in addition to profitability and sales the marketers concern with consumer’s health. Dynamism and importance for protection of environment, serious competition, rising concern of consumer, public regulations and increased awareness in customers caused enterprises to produce green products to acquire competitive advantage and to attract eco-friendly customers to protect from it. Thus, coincided with rising concerns and importance of environmental issues, development and analysis of related concepts to green marketing development and improvement are assumed necessary for the post generations. He studied statistical population is composed of customers or food consumers of foods at shopping centers in Tehran and statistical population, including 384 subjects, were tested using conceptual model by structured equation modeling and least partial square methods with AMOS software in which the findings showed that variables of macro environment, marketing mix, social responsibility, environmental knowledge management, green branding, social marketing, interactive marketing, security and vale affected development of green marketing. The results of current research could propose a local model with respect to conditions in Iran.
کلیدواژه‌ها
Green marketing؛ Environment؛ Consumer’s health
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