Challenges of Implementing Green Marketing Strategies in the Iranian Automotive Industry and Ways to Eliminate Barriers

This study aims to identify and analyze the barriers to the implementation and execution of green marketing strategies within Iran's automotive industry. Employing a review-analytical approach, the study identifies and categorizes the key obstacles to implementing green marketing through an examination and analysis of credible scientific studies indexed in the Web of Science and Scopus databases. The findings indicate that a lack of financial resources, deficiencies in technology and innovation, a lack of top management support, organizational resistance, weak environmental culture and knowledge, supply chain issues, and legal and institutional constraints are among the most significant barriers to implementing this strategy. Furthermore, the interplay of these obstacles widens the gap between the formulation and the actual implementation of the green marketing strategy. Accordingly, top management commitment, resource provision, the development of green technology and innovation, employee empowerment, the strengthening of the green supply chain, and legal and economic support are proposed as key prerequisites for the successful implementation of green marketing in Iran's automotive industry. The results indicate that an integrated and systematic approach can help reduce implementation barriers, improve environmental performance, and create a sustainable competitive advantage in Iran's automotive industry.

کلیدواژه ها:

Green marketing ، green strategy ، implementation barriers ، automotive industry ، green innovation ، sustainability