Investigating the Impact of Religious Identity Formation on Strategic Green Marketing Orientation in Major Mining Companies of Kerman Province
Keywords:
Religious identity formation, subjective and personal norms, attitude toward pro-environmental activities, large-scale mining companies, Kerman Province, strategic green marketing orientationAbstract
The present study aims to investigate the impact of religious identity formation on strategic green marketing orientation in major mining companies located in Kerman Province. Methodologically, this study is classified as descriptive-survey research (using a standardized questionnaire) and is applied in nature. The statistical population of this research includes the board of directors, CEOs, senior managers, and employees of the production, marketing, finance, and research and development departments of major mining companies in Kerman Province, such as Shahr-e Babak Copper, MIDHCO, Sarcheshmeh Copper, and Gohar Zamin, which collectively employ tens of thousands of personnel in 2024. Sampling was conducted randomly among senior managers and employees of these large-scale mining enterprises. The reliability of the questionnaire was estimated at 0.899, and its validity was confirmed by experts and academic faculty members. A total of 263 responses were collected through an in-person survey and subsequently analyzed using confirmatory factor analysis and structural equation modeling. Data analysis was performed using SPSS version 24 and SmartPLS version 3 software. The results revealed that religious identity formation significantly influences subjective norms, personal norms, and the strategic green marketing orientation of managers and employees. Furthermore, both subjective and personal norms were found to have a significant impact on attitudes toward environmental activities among managers and employees. Ultimately, attitudes toward environmental activities demonstrated a significant effect on the strategic green marketing orientation of personnel in large mining companies. The findings of this study suggest that religious identity formation contributes to shaping attitudes and behaviors of senior managers and employees under current competitive conditions, thereby enhancing business performance.
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Copyright (c) 2025 Ellahe Shahabi (Corresponding author); Shila Darya Gholi, Saeed Dehyadegari (Author)
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