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

Mahdi Nohekhan, Mohammadmahdi Barzegar|arXiv (Cornell University)|Jan 4, 2024

Environmental Sustainability in BusinessBusiness, Management and Accounting3 citations

TL;DR

This study investigates how green marketing strategies—encompassing green products, promotions, distribution, and pricing—affect brand awareness in food exporting companies. Using a survey of 182 employees and managers from 7 firms, the research finds all four components of green marketing significantly and positively influence brand awareness, highlighting strategic value in environmental marketing for competitive differentiation.

ABSTRACT

Given the move towards industrialization in societies, the increase in dynamism and competition among companies to capture market share, raising concerns about the environment, government, and international regulations and obligations, increased consumer awareness, pressure from nature-loving groups, etc., organizations have become more attentive to issues related to environmental management. Over time, concepts such as green marketing have permeated marketing literature, making environmental considerations one of the most important activities of companies. To this end, this research examines the impact of green marketing strategy on brand awareness (case study: food exporting companies). The population of this research consists of 345 employees and managers of companies like Kalleh, Solico, Pemina, Sorbon, Mac, Pol, and Castle, from which 182 individuals were randomly selected as the sample using Cochran's formula. This research is practical, and the required data have been collected through a survey and a questionnaire. The research results indicate that (1) green marketing strategy significantly affects brand awareness. (2) Green products have a significant positive effect on brand awareness. (3) Green promotions have a significant positive effect on brand awareness. (4) Green distribution has a significant positive effect on brand awareness. (5) Green pricing has a significant positive effect on brand awareness.

Motivation & Objective

• To examine the impact of green marketing strategy on brand awareness in food exporting companies.
• To analyze the role of business, management, and human resources in implementing green marketing.
• To assess the influence of specific green marketing components—products, promotions, distribution, and pricing—on brand awareness.
• To provide empirical evidence for firms seeking to enhance brand equity through environmental sustainability initiatives.

Proposed method

• A quantitative research design was employed using a structured questionnaire administered to a sample of 182 employees and managers from 7 food exporting companies.
• The sample was selected using Cochran’s formula to ensure statistical reliability and representativeness.
• Data were collected through a survey instrument measuring green marketing strategy components and brand awareness.
• Descriptive and inferential statistical analyses were conducted to test hypotheses and assess relationships between variables.
• The study used a case study approach focused on companies including Kalleh, Solico, Pemina, Sorbon, Mac, Pol, and Castle.
• Statistical significance was evaluated using appropriate inferential tests to determine the impact of each green marketing component on brand awareness.

Experimental results

Research questions

• RQ1 To what extent does a comprehensive green marketing strategy influence brand awareness in food exporting companies?
• RQ2 How do green products specifically affect brand awareness in the context of food export firms?
• RQ3 What is the impact of green promotions on brand awareness among target consumers in the food export sector?
• RQ4 How does green distribution contribute to enhancing brand awareness in environmentally conscious markets?
• RQ5 What role does green pricing play in shaping brand perception and awareness in sustainable food markets?

Key findings

• Green marketing strategy as a whole has a significant positive effect on brand awareness in food exporting companies.
• Green products significantly enhance brand awareness, indicating that environmentally friendly product offerings improve consumer recognition and perception.
• Green promotions, such as eco-conscious advertising and communication, have a statistically significant positive impact on brand awareness.
• Green distribution practices, including sustainable logistics and packaging, significantly contribute to increased brand visibility and reputation.
• Green pricing strategies, such as fair and sustainable pricing models, significantly affect brand awareness by reinforcing brand authenticity and environmental commitment.