Impact of Green Marketing Strategy on Brand Awareness: Business, Management, and Human Resources Aspects

Given the move towards industrialization in societies, the increase indynamism and competition among companies to capture market share, raisingconcerns about the environment, government, and international regulations andobligations, increased consumer awareness, pressure from nature-loving groups,etc., organizations have become more attentive to issues related toenvironmental management. Over time, concepts such as green marketing havepermeated marketing literature, making environmental considerations one of themost important activities of companies. To this end, this research examines theimpact of green marketing strategy on brand awareness (case study: foodexporting companies). The population of this research consists of 345 employeesand managers of companies like Kalleh, Solico, Pemina, Sorbon, Mac, Pol, andCastle, from which 182 individuals were randomly selected as the sample usingCochran's formula. This research is practical, and the required data have beencollected through a survey and a questionnaire. The research results indicatethat (1) green marketing strategy significantly affects brand awareness. (2)Green products have a significant positive effect on brand awareness. (3) Greenpromotions have a significant positive effect on brand awareness. (4) Greendistribution has a significant positive effect on brand awareness. (5) Greenpricing has a significant positive effect on brand awareness.