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Mental Perception of Quality: Green Marketing as a Catalyst for Brand Quality Enhancement

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  • Saleh Ghobbe
  • Mahdi Nohekhan

Abstract

The environmental conservation issue has led consumers to rethink the products they purchase. Nowadays, many consumers are willing to pay more for products that genuinely adhere to environmental standards to support the environment. Consequently, concepts like green marketing have gradually infiltrated marketing literature, making environmental considerations one of the most important activities for companies. Accordingly, this research investigates the impacts of green marketing strategy on perceived brand quality (case study: food exporting companies). The study population comprises 345 employees and managers from companies such as Kalleh, Solico, Pemina, Sorbon, Mac, Pol, and Casel. Using Cochran's formula, a sample of 182 individuals was randomly selected. This research is practical; the required data were collected through surveys and questionnaires. The findings indicate that (1) green marketing strategy has a significant positive effect on perceived brand quality, (2) green products have a significant positive effect on perceived brand quality, (3) green promotion has a significant positive effect on perceived brand quality, (4) green distribution has a significant positive effect on perceived brand quality, and (5) green pricing has a significant positive effect on perceived brand quality.

Suggested Citation

  • Saleh Ghobbe & Mahdi Nohekhan, 2023. "Mental Perception of Quality: Green Marketing as a Catalyst for Brand Quality Enhancement," Papers 2312.15865, arXiv.org.
    • Handle: RePEc:arx:papers:2312.15865
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    References listed on IDEAS

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    1. Polonsky, Michael Jay, 2011. "Transformative green marketing: Impediments and opportunities," Journal of Business Research, Elsevier, vol. 64(12), pages 1311-1319.
    2. Khaled Nawaser & Mohammad Hakkak & Mohammad Amin Aeiny & Ali Vafaei-Zadeh & Haniruzila Hanifah, 2023. "The effect of green innovation on sustainable performance in SMEs: the mediating role of strategic learning," International Journal of Productivity and Quality Management, Inderscience Enterprises Ltd, vol. 39(4), pages 490-511.
    3. Hamid Moini & Olav J. Sorensen & Eva Szuchy-Kristiansen, 2014. "Adoption of green strategy by Danish firms," Sustainability Accounting, Management and Policy Journal, Emerald Group Publishing Limited, vol. 5(2), pages 197-223, May.
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