The Impact of Green Marketing on Sustainable Development: Opportunities and Issues
DOI:
https://doi.org/10.33095/rp0r4f88Keywords:
Green Marketing, Sustainable Development, Alreef Alkhadraa CompanyAbstract
The current study aims to identify the impact of green marketing on sustainable development in Al-Reef Alkhadraa Company for producing green products. The study consists of two main variables: the independent variable includes green marketing, which consisted of four dimensions: eliminate the concept of waste, reuse the product concept, clarify the relationship between the product price and cost, and make environmental orientation profitable. The dependent variable represents sustainable development, whose dimensions consisted of environmental, social, and economic.
According to (Maaroof & Oğrak, 2024), at the beginning of the twenty-first century, the world witnessed a diverse movement by humans in general, working to spread the tasks of preserving the environment, which led to the emergence of new ideas as an urgent need such as green marketing, the green consumer, and our environment is our home, in addition to the emergence of the term sustainable development. The world has witnessed an increase in environmental awareness during the past years, and among the reasons that came as a reaction are the high rates of pollution in the air, water as well as soil, climate change, global warming, and the increasing depletion of natural resources. These reasons mainly extend to the industrial and marketing activities of the business organization, and in practice, field visits were conducted by researchers to the company under study and formal structured interviews were conducted that included the chairman of the board of directors, his/her deputy and department managers, and 138 questionnaires were distributed to the human target in the organization under study and the intentional sample was used to reach results and 100 valid questionnaires were accepted and analyzed on this basis and 38 invalid questionnaires were excluded. To determine the relationship between the study variables, two main and sub-hypotheses were put forward and tested using several statistical methods, including SPSS (V.22).
The results confirm the existence of a positive correlation and influence between all dimensions of green marketing (eliminate the concept of waste, reuse the product concept, clarify the relationship between the product price and cost, and make environmental orientation profitable). The results also showed the existence of a significant relationship below the 0.05 level between green marketing and sustainable development goals, in addition, the study provided a number of recommendations for green business organizations. For example, there is a growing interest among customers in adopting the philosophy of ecological marketing, as it contributes to achieving sustainable development goals.
This current research paper is a guide for future studies that are interested in explaining the role and importance of using green marketing applications in business organizations because they serve a large segment of customers who have an environmental orientation.
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