The Effects of Environmental Factors on Green Marketing Performance (Case Study: Shirin Asal Company)

Subject Areas : Biannual Journal of Value Chain Management

reza rostamzadeh ¹ , asghar alimohammadi siyaban ²

1 - استادیار گروه مدیریت، واحد ارومیه، دانشگاه آزاد اسلامی، ارومیه، ایران.
2 - دانشجوی کارشناسی ارشد، مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

Received: 2016-04-17 Accepted : 2016-06-14 Published : 2016-05-21

Keywords: Environmental Impacts, financial performance, Quality of Services, Green marketing, Resource commitment, market performance,

Abstract :

During the recent decades, concern about environment has not only become a major public issue, but also a critical one in academic research, and, as a result, the ecological products market has been growing worldwide. Green marketing activities are thus expanding in many parts of the world offering products to green who make their purchase decisions, to some extent, based on their personal environmental criteria. These activities have a major impact on expanding consumers’ knowledge and changing their attitude towards purchasing green products. Food industry is one of the magnificent elements of the economic and has a major role in industrial development of a country, furthermore, its wide operations from production to distribution and consumption has the significant role in the economy of the countries .The aim of this dissertation is analyzing the effect of Ecological strategies on the performance of Green marketing in Shirin Asal Food Industry. This research uses Structural Equation Modeling (SEM) techniques as a tools for accessing the validity and reliability of measure. This model and the result show that ecological strategies affect the financial performance, market performance, and the quality of services to consumers.

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