International Business Management

Year: 2016
Volume: 10
Issue: 26
Page No. 5948 - 5956

Critical Exploration into the Impact of Internal Marketing on Sustainable Marketing Regarding the Role of the Mediating Variable of Green Marketing and Social Marketing

Authors : Seyyed Najmeddin Mousavi, Reza Sepahvand and Masoome Momeni Mofrad

Abstract: This study aims to investigate the mediating impact of green marketing and social marketing on the association between internal marketing and sustainable marketing. This research is applicable and descriptive-causal regarding the aim and data collection, respectively. The statistical universe of the research incorporates the employees of administrative, marketing and sales units of the pharmaceutical companies in Lorestan, Iran. Out of the entire sample, 55 individuals were selected using the stratified random sampling method. The required data were collected through questionnaires. Besides, the data were analyzed using the Structural Equation Modeling techniques (SEM) by PLS Software. The results of the research suggest that internal marketing makes a significant impact on social and green marketing. Also, green marketing makes a positive and significant impact on sustainable marketing. On the other hand, internal marketing turned out to be having no significant effect on sustainable marketing internal. Similarly, social marketing impact on sustainable marketing was not confirmed. Besides, the internal marketing impact, through the mediating variable of green marketing and social marketing, on the sustainable marketing was not verified in the sixth and seventh hypotheses.

How to cite this article:

Seyyed Najmeddin Mousavi, Reza Sepahvand and Masoome Momeni Mofrad, 2016. Critical Exploration into the Impact of Internal Marketing on Sustainable Marketing Regarding the Role of the Mediating Variable of Green Marketing and Social Marketing. International Business Management, 10: 5948-5956.

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