Mental Perception of Quality: Green Marketing as a Catalyst for Brand Quality Enhancement

Abstract: The environmental conservation issue has led consumers to rethink the products they purchase. Nowadays, many consumers are willing to pay more for products that genuinely adhere to environmental standards to support the environment. Consequently, concepts like green marketing have gradually infiltrated marketing literature, making environmental considerations one of the most important activities for companies. Accordingly, this research investigates the impacts of green marketing strategy on perceived brand quality (case study: food exporting companies). The study population comprises 345 employees and managers from companies such as Kalleh, Solico, Pemina, Sorbon, Mac, Pol, and Casel. Using Cochran's formula, a sample of 182 individuals was randomly selected. This research is practical; the required data were collected through surveys and questionnaires. The findings indicate that (1) green marketing strategy has a significant positive effect on perceived brand quality, (2) green products have a significant positive effect on perceived brand quality, (3) green promotion has a significant positive effect on perceived brand quality, (4) green distribution has a significant positive effect on perceived brand quality, and (5) green pricing has a significant positive effect on perceived brand quality.