The impact of the green market orientation on the marketing recovery

Abstract

The research seeks to show the level of impact of the green market orientation in the marketing recovery, and the definition of their concept, and determine the strength of the relationship of correlation and influence between the two variables in private dairy production companies in Iraq, in order to identify a number of means of building competitiveness and confronting major competitors and overcoming them or finding a new market to meet the needs and desires of customers constantly changing, and highlights the importance of the study by addressing marketing topics and environmental sustainability,  The study sample was (400) employees and (2048) customers of the targeted companies, which numbered (38) companies throughout Iraq, The opinions of the sample were polled through a questionnaire prepared for this purpose and conducted statistical treatments, the research came out with a number of conclusions, including that the green market orientation as a modern strategy, through which small and newly established companies can compete with major market competitors and even its leaders, through achieving marketing recovery, as well as the weakness of the correlation and influence between the two research variables in general in the research sample companies,  This indicates the lack of interest of the surveyed companies to achieve marketing recovery and their customers with green production and market orientation , but the most important recommendations of the research are to reconsider the market orientation  of the surveyed companies and make them green in line with the orientation  of environmental sustainability, and the surveyed companies must draw the attention of customers to the fact that they adopt green orientation  in the production and marketing of their products.