Exploring the Perspectives of Oil and Gas Industry Managers on the Adoption of Sustainable Practices: A Q Methodology Approach to Green Marketing Strategies

Bahareh Abedin, Manuela Rozalia Gabor (), Irina Susanu and Yousif Fllayyih Jaber
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Bahareh Abedin: Department of Executive Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar 47416-13534, Iran
Manuela Rozalia Gabor: ED1 Department of Economic Science, Faculty of Economics and Law, “G. E. Palade” University of Medicine Pharmacy Sciences and Technology of Tirgu Mures, 540142 Tirgu Mures, Romania
Yousif Fllayyih Jaber: Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar 47416-13534, Iran

Sustainability, 2024, vol. 16, issue 14, 1-32

Abstract: This article investigates the perspectives of managers on green marketing strategies in the oil and gas industry, a critical global concern given that a significant portion of historical industrial greenhouse gas emissions can be traced back to a few oil and gas companies. Employing Q methodology and its subjective operant theory for a nuanced qualitative and quantitative approach, the research builds a Q-sample through a literature review and in-depth interviews with nine experienced Iraqi managers. The P-sample includes 20 senior, middle managers, and supervisors in Iraq’s oil and gas sector. The study identifies five distinct viewpoints among Iraqi managers regarding green marketing strategy adoption: (1) opponents and skeptics; (2) environmental advocates; (3) public opinion advocates; (4) government adherents; and (5) forward-thinking visionaries. The findings contribute valuable insights into the challenges and opportunities associated with implementing green marketing strategies in a region marked by environmental concerns and economic imperatives. This research not only enhances understanding but also informs policymaking, guides businesses in formulating more effective sustainable strategies, and encourages environmental responsibility within the Iraqi corporate landscape.

Keywords: green marketing strategy; managers attitudes; Q methodology; oil and gas industry; policy making (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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