Sustainable Marketing and Its Role in Enhancing Green Strategy Operations: An Exploratory Study in Baghdad Food Company
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Abstract
This study aims to examine the role of sustainable marketing practices in enhancing green strategy operations by analyzing the impact of green marketing dimensions (green product, green pricing, green distribution, and green promotion) on the strategic performance of Baghdad Food Company. The research adopted a descriptive-analytical approach, using a questionnaire as the primary data collection tool. The study population consisted of all employees of Baghdad Food Company, totaling 150 employees, while a random sample of 100 employees working in the marketing department was selected. Data were analyzed using the Statistical Package for the Social Sciences (SPSS), applying both descriptive and inferential statistical methods such as correlation, multiple regression, and the T-test to examine the significance of relationships.
The findings revealed that all green marketing dimensions had a statistically significant effect at a 95% confidence level (Sig < 0.05) on enhancing green strategy operations, with varying levels of influence. Green product emerged as the most influential factor, followed by pricing and promotion, while green distribution had the weakest effect. These results indicate that investment in developing sustainable products is the key driver in reinforcing green strategies, in addition to improving pricing and promotion mechanisms, and enhancing more efficient eco-friendly distribution channels.
The study recommends that food companies focus on fully integrating green marketing practices into their strategies to strengthen brand reputation, increase customer loyalty, and enhance competitive advantage, thereby contributing to the sustainable development of the Iraqi food sector.
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