Analyzing the Affecting Factors on Achieving Green Marketing: Case of Automotive Industry of Iran

Authors
Hasan Noorbakhsh 1
Meysam Shafei Roodposhti 2
Fatemeh Malekshahi 3
Mohadeseh Tarahi 4
1 Assistant Professor, Faculty of Management, Elm &Honar University, yazd, Iran.
2 . Management Ph.D. Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.
3 . Ph.D. student of Behavioral Management, Farabi Pardis of Tehran University, ghom, Iran.
4 . Master of Industrial Management, Faculty of Management, Elm &Honar University, yazd, Iran.
Abstract
Due to Limited resources and unlimited human demands, it is important for marketers to use resources efficiently and thoroughly to achieve the organizational goals. In this regard, green marketing assists marketers as a marketing strategy, and support environment and customers’ expectations with observable benefits. Automotive industry is one of the reflection of economic and industrial development, and as an extensive process, performs important role in rotating the wheels of economy. The aim of this study is to identify and examine the effective factors on green marketing in automotive industry of Iran. The statistical population is formed of two groups. The first group consisted 8 experts in green marketing and chose for identifying effective factors. The second group consisted experts in automotive industry to evaluate performance and extract indices weights. For collecting data, questionnaire of identification effective factors and performance evaluation used. Confirmatory factor analysis, Topsis and GRY decision making techniques employed to investigate the questions of the study. For presentation of clear and practical results, confirmed factors are placed in Importance-Performance Matrix, and separated to 4 parties. The most important factors are those that situated in second quarter which automotive industry must focus on, and improves its performance in those factors.
Keywords
Green Marketing
Automotive Industry
Confirmatory Factor Analysis (CSA)
Decision Making Technique
 
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Organizational Resources Management Researches
Volume 4, Issue 2
September 2014
Pages 130-150