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

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 an...

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Bibliographic Details
Published in:Sustainability 2024-07, Vol.16 (14), p.5948
Main Authors: Abedin, Bahareh, Gabor, Manuela Rozalia, Susanu, Irina Olimpia, Jaber, Yousif Fllayyih
Format: Article
Language:English
Subjects:
Advertising campaigns
Brand image
Climate change
Collaboration
Competition
Consumer behavior
Consumers
Emission standards
Emissions
Energy consumption
Energy efficiency
Environmental impact
Environmental law
Gas industry
Green marketing
Green products
Greenhouse gases
Innovations
International organizations
Market strategy
Multinational corporations
Petroleum refineries
Pollution
Sustainable development
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Summary: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.
ISSN:2071-1050
2071-1050
DOI:10.3390/su16145948