مدى إسهام التوجه التسويقي في تعزيز تبني التسويق الأخضر : دراسة تحليلية لآراء عينة من العاملين في مصنع ألبان الموصل

Abstract EN

The aim of this research is to show the extent to which the marketing orientation contributes to promoting green marketing in the Mosul Dairy Factory, as well as clarifying the correlation and impact between the two variables.

The marketing and green marketing presented by writers and researchers in their scientific products.

As for the second method, it is an analytical exploratory method, by preparing a questionnaire form prepared for the purpose of collecting data and information related to the research.

To the marketing orientation in green marketing in the organization under study, and to answer this question, a hypothesis was formulated for the research that reflects the relationships and influences between the research variables, which resulted in a set of main and subsidiary hypotheses that were tested using a number of statistical means for the data collected by the questionnaire that was distributed to (59) An individual surveyed in the organization in question, which was represented in the Mosul Dairy Factory, and the research reached a set of conclusions that the researcher presents, the most important of which are: 1.

The results of testing the first main hypothesis revealed the presence of a contribution to the marketing orientation in promoting the organization's adoption of green marketing.

The results of testing the second main hypothesis and its sub-hypothesis revealed correlations between the marketing orientation variable and the green marketing variable, and this indicates the extent of the importance that the study variables enjoy for the research organization.2.

The results of the third main hypothesis test showed that there are influence relationships between the variables adopted by the study, and this reinforces what has been reached in light of the results of the first main hypothesis.

In light of this, the researchers presented a number of proposals that are the subject of the research