Explain the Factors Affecting the Development of Green Marketing in the Chain store Industry

The main purpose of this study is to explain and study the factors that influence the development of green marketing in Tehran shopping centers. The researchers chose applied and cross-sectional studies using quantitative methods and descriptive investigative strategies. The research background was compiled using library methods and fishing tools, and preliminary research data was collected from questionnaires developed by researchers. The statistical population includes 2,552 shopping mall customers who have used organic products at least 3 times. The sample size selected by the systematic random sampling method is 376 people as the analysis unit. In the end, 362 samples were selected based on variance The structural equation modeling analysis with Smart PLS3.2 software is selected. The results of the reliability and validity of the convergence and divergence of the research model are in good condition, the model has been reasonably explained, and the fit index has been recognized. Research results combination of marketing, value, reliability, social marketing, interactive marketing, branding, environmental factors, and social responsibility does not have a significant impact on the development of green marketing, However, improving production quality and knowledge management has a significant positive impact on the development of green marketing. When these variables change by 1 unit, there are 0.321 and 0.281 units respectively, which will change in the same direction of the development of green marketing. Therefore, these factors must be considered in order to achieve success in the implementation and development of green marketing.