2024 : 7 : 20
morteza movaghar

morteza movaghar

Academic rank: Assistant Professor
Education: PhD.
Faculty: Faculty of Economics and Administrative Sciences
Address: movaghar, Dept. of Business Administration, University of Mazandaran, Iran
Phone: 01135302532


Using Importance-Performance Analysis Technique for Green Marketing : An Applied study about Iraqi Institutions
Keywords: green marketing - institutions - IPA - Iraq
Journal AL-Qadisiyah Journal For Administrative and Economic sciences
Researchers Faaz Zaidan Gebur Albudiri ، Mohsen Alizadeh sani ، Meysam shirkhodaie ، morteza movaghar


Abstract : This research aims to analyze the role of institutions in green marketing in Iraq. This research is a mixed method consisting of two parts: quantitative and qualitative, first through a literature review through desk studies, green marketing functions were extracted, then semistructured interviews were conducted with green marketing experts in Iraq on this topic, and finally the importance and performance analysis (IPA) questionnaire was extracted. It is completed by 100 academic and regulatory experts in the field of green marketing (in the public and private sectors). The results showed that green marketing functions are divided into four quadrants. Production of green products is in the first quadrant, green workforce in the second quadrant, green distribution and price in the third quadrant, and finally, green advertising in the fourth quadrant. Green marketing managers in Iraq must avoid wasting resources on “green promotion” which has little importance in favorable conditions and spend these resources on “green products” which are very important to achieve favorable conditions in green marketing. Abandoning the "green distribution" and "green pricing" existing in the third quadrant, and not spending their efforts and resources on them, and finally, since the functions of the second quadrant are highly efficient and important in their current and optimal state, they do not need to change the current situation and accordingly, it is It is better for Iraqi managers in green companies to continue the “green human resources” (present in this quadrant) with the same existing facilities because there is no need for more resources and they have the right conditions.