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THE EFFECTS OF BUSINESSES’ GREEN MARKETING ORIENTATIONS ON SUSTAINABLE BUSINESS PERFORMANCE: A BUSİNESS CASE STUDY IN IRAQ

Athmar Abdulrahaman Sharhan

Sayfa
139–148
Yayın Tarihi
2025-06-30
DOI
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Abstract

The first and second parts of the study have been prepared using general-to- specific methodology. The first part of the study approaches sustainability, green marketing, and green supply chain management conceptually. The historical development of these concepts has been expressed. The second part of the study discusses the dimensions of green marketing orientations of businesses including strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation, and the sub-dimensions of sustainable management performance including social performance, environmental performance, and economic performance. Furthermore, the second part also evaluates the results obtained by previous studies in the literature along with the exploration of the theoretical background. The last part of the study evaluates the conceptual framework, theoretical background, literature review of the study presented in the first two parts, and the findings presented in the third part. In sum, the relationship between green marketing orientation and sustainable business performance is expressed through hypotheses. The methodology employed in the study has been described in detail, by addressing research questions, research model, and the aims and significance of the research, as well as explaining the research process and the methods of data collection and analysis. The analysis of the data obtained from the manufacturing firms in Istanbul and the findings based on the results have been presented. Lastly, the results of the analysis have been discussed within the frame of the previous studies, and constructive suggestions have been offered for future studies and to managers.

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Bu Makaleye Atıf Yap

Sharhan, A. A. (2025). THE EFFECTS OF BUSINESSES’ GREEN MARKETING ORIENTATIONS ON SUSTAINABLE BUSINESS PERFORMANCE: A BUSİNESS CASE STUDY IN IRAQ. Türkiye Mesleki ve Sosyal Bilimler Dergisi, Cilt: 7 Sayı: 19 Özel Sayı, 139–148. https://ajindex.com/articles/1067214

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