USING GREEN MARKETING TECHNIQUES TO PROMOTE SUSTAINABILITY IN PRIVATE IRAQI ORGANIZATIONS

Abstract

This paper considers private Iraqi organizations' use of green marketing strategies and sustainability practices. Consistent with the descriptive analysis of all variables used in the study, the overall results suggested that the use of green marketing strategies and sustainability practices were moderate to high in the private Iraqi organizations in the sample (n=150). The mean for green price (mean = 3.772) and eco-friendly product design mean (mean = 3.771) practices had the highest averages. As for sustainability practices, environmental sustainability (mean = 3.717) and social sustainability (mean = 3.713) showed a strong presence. Regression analysis established that green marketing strategies had a positive and significant effect on organizational outputs and accounted for 49.8% of the variance (R² = 0.498, p < 0.001). Within the subdomains of green marketing strategies, sustainable distribution produced the greatest effect (β = 0.596), followed in order by green promotion, eco-friendly design and green price. Results supported all main and sub-hypotheses, indicating a commitment from private Iraqi organizations to apply green strategies and to adopt sustainability practices. The outcomes expand the current knowledge of sustainable business practices found in transitional and emerging economies and may also identify future development possibilities.