Investigating the impact of digital marketing on the marketing of green products considering the role of exchanging ideas and using customer knowledge as a mediating variable (case study: medical equipment sales companies in Tehran)

Authors

  • Reza Yousefi, Hoda Baradaran Rouhani, Mohamad akbari, Mohamad reza babania

Keywords:

marketing of green products, digital marketing, environment, exchange of ideas, use of customer knowledge.

Abstract

Environmental pollution is one of the most important human problems in the current century, most of which is caused by industrial production. Mankind tries to overcome environmental pollution by creating systems such as green production, green distribution and green products. The media has a great ability to create a new culture among people and can play an important role in marketing green products. Iran, like other parts of the world, has been affected by environmental problems and the rate of environmental degradation in this region has exceeded the standard, so this research aims to investigate the impact of digital marketing on the marketing of green products, considering the role of exchanging ideas and using It has been done from customer knowledge as a mediating
variable.

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References

Alkhatib, S., Kecskés, P., & Keller, V. (2023). Green marketing in the digital age: A systematic literature review. Sustainability, 15(16), 12369.

Arseculeratne, Dinuk (2018), How Green Marketing Can Create a Sustainable Competitive Advantage for a Business, International Business Research, Vol 11, Number 7, p 1-19.

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Published

2025-05-09

How to Cite

Reza Yousefi, Hoda Baradaran Rouhani, Mohamad akbari, Mohamad reza babania. (2025). Investigating the impact of digital marketing on the marketing of green products considering the role of exchanging ideas and using customer knowledge as a mediating variable (case study: medical equipment sales companies in Tehran) . Pegem Journal of Education and Instruction, 15(4), 240–258. Retrieved from https://pegegog.net/index.php/pegegog/article/view/3979

Issue

Vol. 15 No. 4 (2025): CURRENT ISSUE

Section

Article

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