Investigating the Impact of the Green Marketing Strategies on the Development of Sustainable Transportation in Qazvin City

Document Type : Original Article

Authors

1 Assistant Professor, Department of Management, Lahijan Branch, Islamic Azad University, Lahijan, Iran.

2 MSc. Student, Department of Management, Lahijan Branch, Islamic Azad University, Lahijan, Iran

10.22034/tri.2021.70543

Abstract

Today, transportation is one of the important components of the national economy and, due to its underlying role, has a great impact on the country's economic growth process. One of the biggest human concerns is the environmental issue. This concern has caused attention to the marketing sector to focus on this issue. None of the previous studies have examined the relationship between green marketing mixes and their impact on sustainable transport. Therefore, this research has been carried out to investigate the effect of green marketing strategies on sustainable transportation development in Qazvin. Accordingly, a sample of 384 citizens in five areas of Qazvin municipality was selected. To analyze and analyze the data, Pearson correlation coefficient was used. Linear regression was used. The results of the study showed that there is a significant relationship between variables green product, green pricing, green consumption and green information system as independent variables and the dependent variable as sustainable transportation.

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References

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Journal of Transportation Research
Volume 18, Issue 4 - Serial Number 69
October 2021
Pages 147-156

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