A Survey in the Effect of Green Marketing Strategies on Competitive Advantage of Cooperative Companies in Bushehr City

Abstract

The aim of this paper is to study the effect of green marketing strategies on competitive advantage cooperative companies in Bushehr city in 2019. This research is applied in terms of purpose and descriptive and survey-analytical in terms of research method. It is also considered as a cross-sectional research. Statistical population of this research included 1374 managers, assistants and experts of cooperative companies in Bushehr city. Sample size included 300 people selected by Cochran formula using simple random sampling. A researcher-made questionnaire was used to collect. The questionnaire consisted of 32 items and was assessed using a five-point Likert scale. To assess the validity of the questionnaire, two types of rational validity and construct validity were considered. Also, the results of combined reliability showed that all components had a combined reliability greater than 0.7. To investigate the conceptual model confirmatory factor analysis and testing of research hypotheses, Structural Equation Modeling (SEM) and Partial Least Squares (PLS) method have been used using SmartPLS2 software. Results showed that green product, green pricing, green suppliers, green advertising, research and development of green, green distribution and green packaging strategies, has positive and significant effect on competitive advantage of cooperative companies in Bushehr city.

Keywords

• green marketing
• competitive advantage
• cooperative companies