Investigating the Impact of Green Marketing Mix on Corporate Reputation with the Mediating Role of Retail Business Performance

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Langari Alireza

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Seminar Paper

Paper Information

Seminar: INTERNATIONAL CONFERENCE INTERDISCIPLINARY STUDIES IN MANAGEMENT AND ENGINEERING
Year:2023 | Issue:8

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Title

Investigating the Impact of Green Marketing Mix on Corporate Reputation with the Mediating Role of Retail Business Performance

Author(s)

Langari Alireza

Keywords

Green marketing

corporate reputation

social responsibility

retail business

Abstract

This study aims to examine the impact of Green marketing mix on corporate reputation with the mediating role of retail business performance. The statistical population of this research includes all major retail stores of food products located in Tehran. Based on Morgan's table, a total of 384 stores were selected for the study. A standard questionnaire of Green marketing mix was used to measure the relationships between variables. The questionnaire was distributed among the selected personnel of distribution and collection in the chosen stores through convenience sampling. The research model was tested using structural equation modeling (SEM) method and LISREL software. The results indicated that Green marketing mix with the component of green price has a positive and significant impact on corporate reputation with the mediating role of retail business performance. Green marketing mix with the component of green price also has a positive and significant impact on corporate reputation with the mediating role of retail business performance. Furthermore, Green marketing mix with the component of green distribution has a positive and significant impact on corporate reputation with the mediating role of retail business performance. Lastly, Green marketing mix with the component of green product has a positive and significant impact on corporate reputation with the mediating role of retail business performance. Ultimately, the positive and significant impact of Green marketing mix on corporate reputation with the mediating role of retail business performance is confirmed.

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APA: Copy

Langari, Alireza. (2023). Investigating the Impact of Green Marketing Mix on Corporate Reputation with the Mediating Role of Retail Business Performance. INTERNATIONAL CONFERENCE INTERDISCIPLINARY STUDIES IN MANAGEMENT AND ENGINEERING. SID. https://sid.ir/paper/1127837/en

Vancouver: Copy

Langari Alireza. Investigating the Impact of Green Marketing Mix on Corporate Reputation with the Mediating Role of Retail Business Performance. 2023. Available from: https://sid.ir/paper/1127837/en

IEEE: Copy

Alireza Langari, “Investigating the Impact of Green Marketing Mix on Corporate Reputation with the Mediating Role of Retail Business Performance,” presented at the INTERNATIONAL CONFERENCE INTERDISCIPLINARY STUDIES IN MANAGEMENT AND ENGINEERING. 2023, [Online]. Available: https://sid.ir/paper/1127837/en

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