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Identifying Factors Affecting the Implementation of Green Marketing Strategy

Author

Listed:
  • Bahareh Abedin

    (Faculty of Economics and Administrative Sciences University of Mazandaran, Babolsar, Iran)

  • Youssef Falih Jaber

    (Faculty of Economics and Administrative Sciences University of Mazandaran, Babolsar, Iran)

  • Manuela Rozalia Gabor

    (“G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Targu Mures, Faculty of Economics and Law, Department ED1 – Economic Science, Targu Mures, Romania; “G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Targu Mures, UCSDT, Department of Economic Research, Targu Mures, Romania)

  • Mahmood Yahyazadehfar

    (Faculty of Economics and Administrative Sciences University of Mazandaran, Babolsar, Iran)

  • Meysam Shirkhodaie

    (Faculty of Economics and Administrative Sciences University of Mazandaran, Babolsar, Iran)

Abstract

The green marketing strategy aims to incorporate eco-friendly practices across all marketing activities to minimize environmental harm and simultaneously accomplish organizational objectives. The purpose of this study endeavor is to investigate the various elements that impact the execution of green marketing strategies. To commence this investigation, a comprehensive review of a total of 84 scholarly articles published between the years 2018 and 2024 was diligently carried out. The data gleaned from these articles was subsequently analyzed and categorized utilizing the advanced MAXQDA software 18. Consequently, a total of 5 overarching categories of factors that play a pivotal role in influencing the implementation of green marketing strategies were identified: economic and political factors, competitive factors, organizational factors, governmental factors, social awareness, and environmental factors. The findings of this scholarly inquiry hold significant implications as they can offer a structured framework for recognizing and effectively managing the factors that impact the implementation of green marketing strategies, thereby aiding businesses in the successful execution of these strategies.

Suggested Citation

  • Bahareh Abedin & Youssef Falih Jaber & Manuela Rozalia Gabor & Mahmood Yahyazadehfar & Meysam Shirkhodaie, 2024. "Identifying Factors Affecting the Implementation of Green Marketing Strategy," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 14-25.
    • Handle: RePEc:ddj:fseeai:y:2024:i:2:p:14-25
    DOI: https://doi.org/10.35219/eai15840409406
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