Using Green Marketing Techniques to Organizational Commitment in Private Iraqi Organizations
Keywords:
Green marketing techniques, Organizational commitment, private Iraqi OrganizationsAbstract
This study addresses private Iraqi organizations' application of green marketing strategies and practices related to organizational commitment. The overall results indicated, in a manner consistent with the descriptive analysis of the variables used in the research, that green marketing strategies and practices are moderate to high among the private Iraqi organizations with a sample size of (n=150). Green pricing (mean = 3.772) and eco-friendly product design (mean = 3.771) practices had the highest mean averages. In the organizational commitment practices, Continuance Commitment (mean = 3.717) and Normative Commitment (mean = 3.713) practices were present to a great extent, while Affective Commitment (mean = 3.621) was slightly lower. Regression analysis indicated that green marketing strategies positively and significantly impacted organizational commitment, accounting for 49.8% of the total variance (R² = 0.498, p < 0.001). Finally, regarding the greater indicators of green marketing strategies, sustainable distribution had the largest effect (β = 0.596), followed by green promotion (β = 0.547), eco-friendly product design (β = 0.530), and green pricing (β = 0.505). The outcome indicates a commitment balance in green strategies within private Iraqi organizations in all of the main and sub-hypotheses. These positive outcomes contribute to existing knowledge of organizational commitment in transitional and emerging economies while also presenting avenues for future development.
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