Explaining the greening of industrial marketing mix from the perspective of behavioral theories (case study of Tehran Oil Company)

Considering the environmental problems caused by industrial activities in recent years, attention has been paid to the organization's green measures to solve environmental problems. In this regard, the present study was conducted with the aim of explaining the greening of the industrial marketing mix from the perspective of behavioral theories. This study is practical in terms of its purpose, which was carried out in the form of a descriptive-survey research with a cross-sectional approach. The statistical sample of this research included 128 managers and deputy directors of Tehran Oil Company. Data collection was done using a questionnaire containing 7 dimensions and 36 items and data analysis was done with partial least squares technique using Smart PLS 2.0. The results of the research hypotheses test showed that the environmental orientation of the green organization has a positive and significant effect on the green attitude, environmental interest and green self-efficacy. It was also found that green communication moderates the relationship between the organization's environmental orientation with environmental interest, green attitude and green self-efficacy. It was also found that green self-efficacy, green attitude and environmental interest all have a positive and significant effect on social responsibility. Finally, it was found that social responsibility has a significant effect on greening the industrial marketing mix.