| Abstract: |
Given the move towards industrialization in societies, the increase in
dynamism and competition among companies to capture market share, raising
concerns about the environment, government, and international regulations and
obligations, increased consumer awareness, pressure from nature-loving groups,
etc., organizations have become more attentive to issues related to
environmental management. Over time, concepts such as green marketing have
permeated marketing literature, making environmental considerations one of the
most important activities of companies. To this end, this research examines
the impact of green marketing strategy on brand awareness (case study: food
exporting companies). The population of this research consists of 345
employees and managers of companies like Kalleh, Solico, Pemina, Sorbon, Mac,
Pol, and Castle, from which 182 individuals were randomly selected as the
sample using Cochran's formula. This research is practical, and the required
data have been collected through a survey and a questionnaire. The research
results indicate that (1) green marketing strategy significantly affects brand
awareness. (2) Green products have a significant positive effect on brand
awareness. (3) Green promotions have a significant positive effect on brand
awareness. (4) Green distribution has a significant positive effect on brand
awareness. (5) Green pricing has a significant positive effect on brand
awareness. |