Development of Green Marketing Mix Model with Emphasis on Evaluating Purchaser's Intentions in the Field of Energy (Iran's Oil and Gas Industry)

In the new century, consumer concerns about environmental accountability, which are also aligned with environmental laws, have pushed a growing number of companies to design and create environmentally friendly programs. Accordingly, this study examines how to implement a green marketing mix to sell a product and stay in the market. Based on this, a sample of 90 investment marketing specialists in the field of green marketing in the field of energy was randomly selected and examined according to the volume of each category. The conceptual model of the research was designed based on the combined theoretical studies of green marketing and consumer intention and based on it, questionnaires were designed and the desired data were collected. The results show that in order to research the objectives of the research, the following items should be considered in such a way that they can compete with similar types: the use of recyclable materials to produce the product to reduce environmental damage, the introduction and presentation of environmentally friendly energy in exhibitions, conferences and seminars, the use of update transportation system to distribute products in the market to do less harm to the environment, appropriate pricing of green products.