Identify factors related to the performance of companies with emphasis on green marketing programs

The purpose of this study was to identify factors related to the performance of companies with emphasis on green marketing programs. The research method is exploratory Mixed Research. In the qualitative part, purposive sampling was used in a judgmental manner. In total, seven managers were interviewed, each working for a different company. The interviewed managers were key decision makers with titles such as Marketing Manager, Financial Manager and Market Development Manager. In the quantitative part of the statistical population, there were 489 companies in the industrial town of Golestan province. Using a simple random sampling method based on the Cochran's sample size formula, 215 companies were selected and a questionnaire was provided to managers to test the model. The research tools in the qualitative part were interviews with experts and in the quantitative part were questionnaires. Validity in the qualitative part of the criteria of verifiability, reliability, portability, reliability and in the quantitative part of content validity and structural validity were used. Reliability In the qualitative part, two methods of retesting and the method of internal agreement between the coders were used and in the quantitative part, Cronbach's alpha coefficient was used and confirmed. The qualitative model was tested in the form of a questionnaire. In the quantitative part, using confirmatory factor analysis, the model was examined and the fit of the experimental model was determined. In general, the results of the structural model showed that the proposed model has sufficient validity that the structural equation model was analyzed using pls software and the fit of the measurement, structural and general models of the model was confirmed.