[论文解读] 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 Accounting被引用 3

一句话总结

本研究探讨了绿色营销策略（包括绿色产品、促销、分销和定价）对食品出口企业品牌认知的影响。通过对7家企业的182名员工和管理人员进行调查，研究发现绿色营销的四个组成部分均显著且积极地影响品牌认知，凸显了环境营销在实现竞争差异化方面的战略价值。

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.

研究动机与目标

• 探讨绿色营销策略对食品出口企业品牌认知的影响。
• 分析企业、管理及人力资源在实施绿色营销中的作用。
• 评估绿色营销具体组成部分（产品、促销、分销和定价）对品牌认知的影响。
• 为寻求通过环境可持续性举措提升品牌资产的企业提供实证证据。

提出的方法

• 采用定量研究设计，通过结构化问卷对7家食品出口公司的182名员工和管理人员进行调查。
• 样本采用Cochran公式选取，以确保统计上的可靠性和代表性。
• 数据通过测量绿色营销策略组成部分与品牌认知的调查工具收集。
• 采用描述性统计与推断性统计分析，以检验假设并评估变量之间的关系。
• 研究采用案例研究方法，聚焦于Kalleh、Solico、Pemina、Sorbon、Mac、Pol和Castle等公司。
• 通过适当的推断性检验评估统计显著性，以确定每个绿色营销组成部分对品牌认知的影响。

实验结果

研究问题

• RQ1 全面的绿色营销策略在多大程度上影响食品出口企业的品牌认知？
• RQ2 绿色产品在食品出口企业背景下如何具体影响品牌认知？
• RQ3 绿色促销对食品出口行业目标消费者的品牌认知有何影响？
• RQ4 绿色分销如何在环境意识强的市场中提升品牌认知？
• RQ5 绿色定价在可持续食品市场中如何塑造品牌认知与感知？

主要发现

• 整体绿色营销策略对食品出口企业的品牌认知具有显著的正面影响。
• 绿色产品显著提升品牌认知，表明环保产品能增强消费者的识别度与正面评价。
• 绿色促销（如环保意识广告与传播）对品牌认知具有统计上显著的正面影响。
• 绿色分销实践（包括可持续物流与包装）显著提升品牌可见度与声誉。
• 绿色定价策略（如公平与可持续的定价模式）通过强化品牌真实性和环保承诺，显著影响品牌认知。