Identifying Green Marketing Strategies and Studying Organic Producer’s Awareness toward Green Marketing Mix Strategies in Iran
Identifying Green Marketing Strategies and Studying Organic Producer’s Awareness toward Green Marketing Mix Strategies in Iran
Volume 1, Issue 3, 2019, Page 214 - 223
Authors : Marziyeh Vahabi Sorood , Amir Mohamadi Nejad , Jafar Azizi

Abstract :
The main purpose of this descriptive-survey research is to identify green marketing strategies in Iran and also to investigate the level of awareness of organic agricultural producers in Iran about mixed marketing strategies. The statistical population of this study is all producers of organic products in Iran (N=83) that all these units were considered as a research sample. Research tools include a questionnaire in three sections of general characteristics questions (7 questions), green marketing strategies (9 items) in three dimensions (organizational, environmental, and consumer) and a survey of producers’ awareness of the green marketing mix (16 items) in four dimensions (green product, green price, green place, and green promotion) was developed for organic agricultural producers. The validity of the questionnaire was proofed by face and content validity. Likewise, the reliability of the questionnaire was tested employing Cronbach’s alpha. Data analysis was accomplished using SPSS25 software at two levels of descriptive and inferential statistics. Mean and correlation coefficients were used to analyze the data. Findings revealed that the strategy of organic producers in Iran is more focused on its environmental aspect. The results also revealed that the majority of producers are highly aware of the green marketing mix. There is no positive and significant relationship between manufacturers’ awareness of the green marketing mix and research variables. There was no significant difference between contextual variables and producers’ awareness of the green marketing mix.

Keywords :
Marketing Strategies, Green Marketing, Marketing Mix, Agricultural Organic Products, Awareness, Iran