The Contribution of Green Marketing to Entrepreneurial Achievement

An Exploratory Study of Employee Perspectives in Sulaymaniyah Company and JAM Mineral Water Production Company in Sulaymaniyah Governorate

Abstract

The current research aims to identify the nature of the relationship and impact of green marketing and its dimensions in promoting entrepreneurship for the companies under research through testing hypotheses. The researchers relied on the descriptive analytical approach in testing the research hypotheses by adopting the techniques of this approach in analyzing the necessary data, specifically the questionnaire prepared by the researchers in light of the contexts. The approved scientific study aims to clarify the questionnaire paragraphs to ensure the correct answer. The field of research represented private companies in the Kurdistan Region - Iraq, while the research sample was represented by employees of the Sulaymaniyah and Jam mineral water production companies.
The data was analyzed using the statistical analysis program SPSS, and several conclusions were reached, the most important of which is that there is a statistically significant correlation and influence between green marketing and its marketing mix (green product, green pricing, green distribution, and green promotion) and entrepreneurship in its dimensions (risk tolerance and creativity). The point of view of the superiors and subordinates in the companies studied indicates that the more the company uses the concept of green marketing as a strategic dimension in its production and marketing operations, the more it can achieve entrepreneurship. Several recommendations were presented in light of the conclusions, the most important of which increasing interest in the green marketing strategy in a way that brings the two companies studied very close to customers through the production and marketing of environmentally friendly products.