Influencing factors on the green marketing of medicinal herbs: a case study of the Zahra Rosewater Company

Abstract

The aim of this study is to investigate the factors affecting on implementation of green marketing in the Zahra Rosewater Company. This is a descriptive correlation study that uses the survey method. The Zahra Rosewater Company's staff, which consists of 80 persons, some of whom are located outside of Iran, is the statistical population of this study. Because of the small sample size, a census study was conducted. The main research tool is a questionnaire which its validity was determined based on comments of agricultural management scholars. Bayesian Cronbach's alpha was 0.705 to 0.911, which substantiates the reliability of the questionnaire. Data analysis was performed through structural equations modelling using Lisrel software, and the results indicate that personal, socio-cultural, economic, educational, promotional, and technological factors are effective factors in the application of green marketing.