جستجوی مقالات مرتبط با کلیدواژه « بازاریابی سبز » در نشریات گروه « علوم پایه »

The purpose of this research was to design a green marketing model of Iran's oil industry with the perspective of preserving the environment based on the Grounded theory approach. This two stage research benefits from a qualitative-exploratory approach and a descriptive-quantitative-survey, respectively. The statistical population of the research in the first stage were managers of the companies under the Ministry of Oil and the marketing professors of the universities. To select the sample in the qualitative stage, purposeful and snowball sampling was used, which was achieved based on the saturation rule by conducting 18 interviews. The data were analyzed using the Strauss and Corbin coding method and MaxQda software, and finally 6 main categories, 10 subcategories and 63 indicators were obtained. In the quantitative phase, the questionnaire was distributed among 384 available employees of the Ministry of Petroleum. Finally, the resulting model was validated through partial least squares method and Smart PLS software. The results indicate that the presented green marketing model, through the implementation of environmental policies, can lead to customer satisfaction, productivity and competitiveness of Iran's oil industry.

In order to develop knowledge about the consequences of perceived greenwashing in the tourism industry, the present study aims to investigate the effect of this phenomenon by tourists on achieving green marketing goals (improving green trust in the brand, green word-of-mouth advertising, green brand image, green ethical commitment, green behavioral tendencies, green satisfaction, green purchasing behavior, green loyalty, and perceived green quality) in eco-lodges. Partial least squares structural equations were used to analyze the data. A statistical sample was selected by a simple random method from the tourists visiting eco-lodges in Isfahan province. The findings showed that perceived greenwashing has the most negative effect on green satisfaction, perceived green quality, green brand image, green brand trust, green word-of-mouth advertising, green ethical commitment, green loyalty, behavioral tendencies, and green purchasing behavior. Therefore, it is expected that along with supporting green tourism businesses and encouraging the adoption of sustainable practices, the issue of greenwashing will be increasingly monitored and legislated. It is also essential that eco-resorts consider the compliance of their performance and environmental commitments beyond a mere regulation and consider the impact of their environmental liability on various aspects of marketing. In order to achieve their marketing goals, review their environmental commitments, identify the existing perceptual and functional gaps and the causes of their occurrence, and take the necessary measures to eliminate them.

Despite efforts to reduce the ecological footprint of the hotel industry, threats in this regard continue and the environment is exposed to further pollution and damage. Given the importance of this issue, the present study examines the position of environmental management system in the environmental marketing of hotels. The statistical population was the managers of four- and five-star hotels of Mashhad, a city in north east of Iran.We used a descriptive approach including survey research methods. Data were collected through a questionnaire and analyzed by SPSS software. Furthermore, the structural equation model of the data was extracted using AMOS software. The simple, multiple, and mediation regression models were applied to evaluate the research hypotheses, to determine the presence or absence of effect among variables, and to estimate and generalize the results obtained from the sample size to the statistical population. Results showed that, although some factors have a positive and significant effect on marketing of four- and five-star hotels at Mashhad including environmental content, environmental planning, inputs, achievements, and processes of environmental attention, the outputs do not have a positive and significant effect on the environmental management system in the marketing of these hotels. However, the most influential to the least influential factors affecting the environmental management system were planning, process, input, content, achievements, and output, respectively. The results of the models showed that the environmental management system can be predicted based on all of these factors.

The green marketing approach has been welcomed in many organizations and marketers are trying to apply environmental issues in the marketing process. This indicates the importance of social responsibilities in the marketing process of organizations. In this regard, the present study investigates the impact of environmental orientations on green marketing in the hotel industry.

The present study is a descriptive-analytical research in terms of nature and method. The statistical population of the study includes managers and employees of hotels in Shiraz. The number of statistical samples is 200 people. In order to analyze the data, the technique of structural equation modeling based on variance has been used.

The research findings showed that the environmental orientations of hotels with an effect of 0.812 are effective on green marketing, and this variable explains 65% of all green marketing changes. Also, the impact of environmental orientations on each of the three dimensions of green marketing (strategic, tactical and internal) and the impact of environmental orientations (internal and external) on green marketing were confirmed.

Based on the findings and relationships between research variables, it can be said that the effective implementation of green marketing activities depends on the environmental orientations of employees and managers; Therefore, in order to have a proper green marketing approach, hotel managers must train the idea of being green and green behavior among the staff and adjust the hotel processes and activities based on these principles.

The contrast of the organization's environmental performance with the green image presented is an example of greenwashing. Greenwashing in eco-lodges (which were created with the aim of developing sustainable tourism), has wide consequences for the environment, industry, tourists and other stakeholders. Therefore, it is necessary to investigate the factors affecting greenwashing in these eco-lodges in order to control the problem. According to previous research, factors affecting can be divided greenwashing into three categories: 1. Causal factors (motivation to take advantage of the short-term benefits of green including image improvement, increasing market share, attracting capital, winning the trust of stakeholders, economic efficiency and competitive advantage); 2. Background (weakness of the internal environment (individual psychological triggers), the weakness of environmental knowledge) and the weakness of the external environment (weakness of informing relevant departments, the weakness of supervision)); 3. The moderator (tourist's environmental feedback); But due to the limited resources, in order to plan more precisely and control greenwashing, a quantitative test of these relationships is necessary. Therefore, in the current research, the effect of the mentioned factors on greenwashing in the eco-lodges of Isfahan Province was tested.

The research has a comparative approach, practical orientation, philosophical foundations of positivism, quantitative methodology and survey strategy. Data collection was done in the field and through a closed questionnaire. The formal and content validity of the questionnaire was confirmed by experts. Internal and external validity, and reliability (Cronbach's alpha, composite reliability and factor loadings) of the measuring instrument were also calculated and confirmed. Sampling was also done by a simple random method from the statistical population of managers of eco-lodges in Isfahan Province and the data was analyzed using partial least squares structural equations.

The findings of the research showed that background factors have a direct positive effect and environmental feedback has a direct and indirect negative effect (due to background factors) on greenwashing, but the effect of causal factors and the moderating effect of environmental feedback (on the effect of causal factors on greenwashing) is not significant. Therefore, it is necessary to try to receive environmental feedback from guest tourists in eco-lodges. It is also recommended that tourism planners and officials focus on reducing background weaknesses. In this regard, the following solutions can be fruitful: increasing supervision, improving information and training of managers of eco-lodges regarding issues such as environmental considerations, the consequences of failure in this field and its effect on the long-term success of the eco-lodge in attracting tourists.

The findings of the research showed the fact that eco-lodges do not practice greenwashing in order to take advantage of the green benefits, but the underlying weaknesses make them negligent in fulfilling their environmental obligations. On the other hand, more feedback from tourists makes relevant agencies and environmental activists more aware, as well as managers of eco-lodges, and this sensitivity leads to improving performance and reducing background weaknesses and greenwashing. Therefore, according to the results of the research, we provided some practical suggestions to the officials and planners of the industry. The main axes of these suggestions are: increasing the awareness of the managers of eco-lodges, increasing the environmental monitoring of the activities of these accommodations, encouraging and reminding about the environmental sustainability of eco-lodges, and focusing on strengthening the environmental feedback of tourists (through encouraging sharing of opinions, rating the green performance of accommodation and adjusting demand again based on environmental performance).

The purpose of this study was to explain the impact of corporate social responsibility and environmental orientation variables on green marketing performance (green internal marketing orientation, green marketing tactics and strategic green marketing orientation) and then the impact of these variables on Marketing performance was examined.
Material and

This research is in the category of applied research in terms of purpose and is in the category of descriptive-survey research in terms of implementation method and the data collection tool is a structured questionnaire. The statistical population of all health-oriented companies in Tehran province is about 1120 companies. In this research, the sampling method was a simple random method and the sample size according to the statistical population of 1120 was 286 companies, which was determined according to the Cochran's formula and at an error level of 5%.

Based on the results of this study, only the hypothesis of the impact of corporate social responsibility on the trend of green internal marketing has not been confirmed and other hypotheses have been confirmed.

In the first hypothesis, considering that the t-statistic is equal to 1.57 and this value is in the range (1.96, -1.96), so it is not significant. Therefore, it is clear that at the level of 95% confidence of corporate social responsibility has no effect on the trend of green internal marketing. -) is so it can be concluded that this hypothesis is not significant -13.45. Therefore, it is clear that environmental orientation has no effect on green internal marketing orientation.

Business and IT leaders understand that technology is the best opportunity to gain insights and decision‐making capabilities to discover new opportunities, increase efficiency, and achieve company objectives. This study investigates the factors affecting business management’s success using business intelligence and neural networks in green marketing and to examine the barriers to failure in organizations and businesses. The research is a library study, and the results are based on the literature review. According to the results, many organizations strive to implement strategic business intelligence initiatives to improve organizational‐level access to the information needed to support business development. In this study, we intend to answer the following questions: “If business intelligence is a top priority, what if there are budget or resource problems? Why is user acceptance so low in companies that have started to implement business intelligence? Why does business intelligence seldom succeed even when business intelligence is the number one priority?” The literature review results show that obstacles to the successful implementation of business intelligence are not purely technological. They are often within the organization itself. As a result, a business intelligence initiative can be easily offset by some factors, and produce less value due to contradictory behavior, thus failing to achieve organizational goals. Successful projects are often the result of a combination of successful people, strategies, and technologies because success is difficult in the absence of other factors.

The green marketing movement has been in the spotlight of companies and customers since the 1980s. These companies are looking for social legitimacy, by producing and offering environmentally friendly products while customers are looking to influence the community's view of environmental issues. The aim of this study was to investigate the attitudes of exporters towards green marketing and its effect on Iranian caviar exports. To succeed in the field of international competition and transform the country's economy into a strong and stable economy, all available capacities must be used. Caviar exporting companies can achieve high performance internationally through their green export marketing planning. To achieve this, companies must be able to identify the specific interests and needs of each market to export their product to foreign markets based on these needs. On the other hand, these companies can increase their gross profit by creating added value by direct export and shortening the length of the value chain. Pricing can also be done through competitive systems in any market, and in a way that can be highly desirable for buyers along with product features. Companies can improve the effectiveness of their marketing processes by conducting foreign marketing advertisements with emphasis on cultural, social, food, and pharmaceutical characteristics.