| Abstract: |
The idea that marketing, in addition to profitability and sales, should also
consider the consumer's health is not and has not been a far-fetched concept.
It can be stated that there is no longer a way back to producing
environmentally harmful products, and gradually, governmental pressures,
competition, and changing customer attitudes are obliging companies to adopt
and implement a green marketing approach. Over time, concepts such as green
marketing have penetrated marketing literature, making environmental
considerations one of the most important activities of companies. For this
purpose, this research examines the effects of green marketing strategy on
brand loyalty (case study: food exporting companies). The population of this
study consists of 345 employees and managers of companies like Kalleh, Solico,
Pemina, Sorben, Mac, Pol, and Casel, out of which 182 were randomly selected
as a sample using Cochran's formula. This research is practical; the required
data were collected through a survey and questionnaire. The research results
indicate that (1) green marketing strategy significantly affects brand
loyalty. (2) Green products have a significant positive effect on brand
loyalty. (3) Green promotion has a significant positive effect on brand
loyalty. (4) Green distribution has a significant positive effect on brand
loyalty. (5) Green pricing has a significant positive effect on brand loyalty. |