Investigating the Impact of Green Marketing Mix on Corporate Reputation with the Mediating Role of Retail Business Performance

This study aims to examine the impact of green marketing mix on corporate reputation with the mediating role of retail business performance. The statistical population of this research includes all major retail stores of food products located in Tehran. Based on Morgan's table, a total of ۳۸۴ stores were selected for the study. A standard questionnaire of green marketing mix was used to measure the relationships between variables. The questionnaire was distributed among the selected personnel of distribution and collection in the chosen stores through convenience sampling. The research model was tested using structural equation modeling (SEM) method and LISREL software. The results indicated that green marketing mix with the component of green price has a positive and significant impact on corporate reputation with the mediating role of retail business performance. Green marketing mix with the component of green price also has a positive and significant impact on corporate reputation with the mediating role of retail business performance. Furthermore, green marketing mix with the component of green distribution has a positive and significant impact on corporate reputation with the mediating role of retail business performance. Lastly, green marketing mix with the component of green product has a positive and significant impact on corporate reputation with the mediating role of retail business performance. Ultimately, the positive and significant impact of green marketing mix on corporate reputation with the mediating role of retail business performance is confirmed.