Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran
Abstract
Today, proponents of the environment and people’s inclination toward green tendencies have led researchers in many fields to study and explore the environment and green activities..Marketing, as a leading science, is no exception to this category. The purpose of this study is to investigate the impact of green marketing strategy on organizational performance, which is analyzed by meta-analysis. For this purpose, initially 136 articles monitored in this subject were reviewed, of which 17 articles with 23 different modes for meta-analysis with appropriate scientific and methodological conditions, such as validity and reliability, sampling method, number Adequate sample and correct statistical method were hypotheses and questions appropriate to the research topic.For statistical analysis, the method of combining effect sizes using CMA2 software has been used. The results show that green marketing affects export performance, financial performance, marketing performance, environmental performance, organizational performance, business performance, process performance and price performance with the highest effect size related to the tax performance variable of 0.878 and then the environmental performance is 0.870. Also, the lowest effect size is related to the variables of environmental performance, business performance and financial performance. According to the results of the combined effect size of the random effects model related to the study of the impact of green marketing on organizational performance in general, it can be said that the effect of green marketing on organizational performance is significant and has a small effect size (low impact).
rahimi, H., & lotfi, H. (2024). Meta-analysis of studies on the impact of green marketing strategy on organizational performance. Strategic Management Studies of National Defence Studies, (), -.
MLA
hossein rahimi; hamidreza lotfi. "Meta-analysis of studies on the impact of green marketing strategy on organizational performance". Strategic Management Studies of National Defence Studies, , , 2024, -.
HARVARD
rahimi, H., lotfi, H. (2024). 'Meta-analysis of studies on the impact of green marketing strategy on organizational performance', Strategic Management Studies of National Defence Studies, (), pp. -.
VANCOUVER
rahimi, H., lotfi, H. Meta-analysis of studies on the impact of green marketing strategy on organizational performance. Strategic Management Studies of National Defence Studies, 2024; (): -.
