Investigating the Effect of green innovation on green marketing tools
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2016, Vol 10, Issue 2
Abstract
Purpose- Green innovation and green marketing has been recognized as two key factors to achieve growth, environmental sustainability, and a better quality of life. Understanding these concepts is a strategic priority for making relationship between manufactures and environment. This study investigates the interactive relationship between green marketing (eco labeling, green branding, environmental advertisements) and green innovation (green process innovation, green product innovation) and to explore the inter relationship between variables and attempts to prioritize their effectiveness. It also seeks to determine which green marketing elements have the greatest impact on green innovation elements and which green innovation elements have the greatest impact on green marketing elements. Manufacturers will be able to apply the results of this research to producing green products and achieve a competitive advantage. Design/methodology/approach- Required data was collected from five specialists in green marketing and was analyzed by means of DEMATEL technique. Findings- Variable F2 (labeling) is known as the influential and effective variable. Other elements can be claimed to have a partial influence. Research limitations/implications- We had difficulty in selecting and determining the sample size, because green innovation is a new idea. Practical implications- In this study, a conceptual model is presented that has established a relationship between green marketing and green innovation variables. Originality/value- In the previous research, green innovation and green marketing were reviewed separately but this study attempted to combine these two issues and examine the relationship between the variables.
Authors and Affiliations
Hessam Zandhessami| Professor Assistant of Department of Industrial Management, Qazvin Branch, Islamic Azad University,Qazvin, Iran, Arezoo Rahgozar| Department of Industrial Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran, Roya Yaghoobi| Faculty of Social Sciences, Imam Khomeini International University, Qazvin, Iran
Keywords
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