"دور المزيج التسويقي الأخضر في تعزيز الميزة التنافسية" (دراسة ميدانية على عملاء شركة أفاميا للصناعات الدوائية)

علاء الدين قوجة; ًصبا سفاف

doi:10.5281/zenodo.21013015

Authors

Dr. Alaa Aldeen Alkoja Al Wataniya Private University
Seba Saffaf Al Wataniya Private University

DOI:

https://doi.org/10.5281/zenodo.21013015

Keywords:

Green Marketing Mix, Competitive Advantage, Green Product, Green Promotion

Abstract

This study aimed to identify the role of green marketing mix in enhancing competitive advantage and to study the relationship between the green marketing mix as an independent variable and competitive advantage as a dependent variable in Afamia Pharmaceutical Industries Company in Hama.

To achieve the study objectives, the researchers designed a questionnaire that included (26) research questions to collect primary data from the study sample by distributing the questionnaire to a convenience sample of clients in pharmacies in the Hama city, where the number of questionnaires that could be analyzed reached 80 questionnaires. In the light of that, the data was collected and analyzed and hypotheses were tested using the Statistical Package for Social Sciences 22.0 SPSS, and a number of results were reached, the most important of which are, It was found that there is no significant role for green product, green promotion, green distribution in enhancing the competitive advantage, in Afamia Pharmaceutical Industries Company in Hama. It was found that green pricing has a significant role in enhancing competitive advantage in Afamia Pharmaceutical Industries Company in Hama

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