Analyzing the affecting factors on achievement of Green Marketing by structural equation model approach (case study: automotive industry of Iran)

Because of limited resources and unlimited human demands، it is important for marketers that use resources efficiently and perfectly for receiving to organizational goals. In this regard، the green marketing، as a marketing strategy، is helped to marketers and supported from environment by the environmental visible benefits what the customer expects. In this regard، due to automotive is the mirrored of economic and industrial development of a country and its expanded operations، from production to distribution and consumption، has Significant role to move the wheel in the economy of any country، this article aim to investigate and identified the effective factors for green marketing in automotive industry of Iran. The statistical population of this study is two groups، the first group، for identifying of effective factors، is 8 experts of green marketing and the second group، in order to performance evaluation، is experts of automotive industry. For collecting data، identifying of effective factors and performance evaluation questioners are used. For surveying of study questions، confirmatory factor analysis and Topsis and GRY decision making technique are employed. For presenting obvious and practical results of effective factors that are confirmed in model، this factors are situated in importance- performance matrix and divided to four sections. The most important factors are those which located in second Quarter and، for successful green marketing، automotive industry.