نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
The purpose of this research is to develop an innovative model for implementing artificial intelligence in green marketing of organic products in Iraq: Opportunities and challenges. Given the objective, the research method is applied, and in terms of implementation, quantitative; in terms of nature and approach, it is descriptive–correlational. The statistical population consists of customers and stakeholders in the organic products supply chain in Iraq. Simple random sampling was used, and based on Morgan’s table and the criteria for sample adequacy, 400 questionnaires were distributed, resulting in 390 analyzable responses. For data collection, a standard questionnaire based on a five‑point Likert scale was used. Content validity of the instrument was confirmed by experts and specialists, and for reliability assessment, Cronbach’s alpha and composite reliability were employed. After questionnaire distribution, instrument validity was examined using three methods: construct validity (outer model), convergent validity (AVE), and discriminant validity. The AVE value for all variables must be greater than 0.5. For data analysis, SPSS and PLS software were used. The findings show that customer engagement affects crisis management, supply chain optimization, and sustainable marketing, and crisis management affects supply chain optimization.
کلیدواژهها English
