Investigating the role of green marketing approach in strengthening the food industry branding

Document Type : Original Article

Authors

1 Masters degree, Department of Executive Management, Faculty of Management and Economics, University of Science and Research, Tehran, Iran

2 Associate Professor, Department of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran

Abstract

No more than three decades of green marketing approach has been considered by the scientific community. It is very obvious that the neglect of the green approach by industry make problems and high costs for society and the environment. This research seeks to place a green approach to determine the proper functioning of the food industry. The main objective of this study is to identify the role of green marketing approach to strengthening food brand. To achieve the main objective of the questionnaire was designed and distributed among 394 students(The study is a simple random sampling And determining the sample size of the population, with the Cochrane statistical sampling of using the equation) Data and information gathered through questionnaires, the study, were analyzed using statistical Spss software .To analyze the data in the study of methods of T-test(To check rates and non-equal or equal to the average of the sample mean) and Friedman test (in order factors priority) is used. Research findings suggest that research hypotheses were confirmed. In other words, reduce waste, use of environmentally friendly materials, reduce environmental pollution, and reduce energy consumption and the use of green packaging in the food production process to strengthen their power of brand.

Keywords

International Journal of Resistive Economics
Volume 11, Issue 1
January 2023
Pages 49-61

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History

  • Receive Date: 20 April 2022
  • Revise Date: 13 June 2022
  • Accept Date: 22 May 2023

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