Designing a Mixed Method Study in the Field of Green Marketing Strategy: Evidence from Iraq Oil and Gas Industry

This research endeavor was conducted with the objective of discerning and prioritizing the determinants that influence the execution of green marketing strategies by Iraqi executives operating in the oil and gas sector. The research adopted a mix methodology, wherein factors were elicited through thematic analysis in the initial phase and subsequently assessed through AHP in the subsequent phase. At the first part, a comprehensive review of a related scholarly articles published between the years ۲۰۱۸ and ۲۰۲۴ was diligently carried out. The data gleaned from these articles was subsequently analyzed and categorized utilizing the advanced MAXQDA software ۱۸. Consequently, a total of ۵ overarching categories of factors that play a pivotal role in influencing the implementation of green marketing strategies were identified: economic and political factors, competitive factors, organizational factors, governmental factors, social awareness, and environmental factors. At the second part, through the utilization of the Analytical Hierarchy Process (AHP), a total of ۱۰ engaged Iraqi oil industry executives took part in the prioritization endeavor. The outcomes reveal that economic and political elements wield a paramount influence on the implementation of eco-friendly marketing strategies. This investigation furnishes valuable perspectives for executives and decision-makers within the Iraqi petroleum sector, facilitating a deeper comprehension of the fundamental factors that impact the embrace of eco-friendly marketing strategies and the formulation of efficacious approaches for sustainable advancement.

Keywords:

AHP approach , green marketing strategy , Iraqi managers , Strategy Implementation , Thematic Analysis