The Impact of Research & Development Capabilities & Innovation Capabilities on the Environmental and Economic Dimension of Sustainable Marketing- An exploratory study of the opinions of a sample of workers in the energy-saving lighting factory

Abstract

The current research aims to assess the impact of research and development (R&D) capabilities and innovation capabilities on the environmental and economic dimensions of sustainable marketing. To this end, a factory specializing in LED energy-efficient lighting production was chosen as the research sample, located in Taji. The descriptive-analytical method was employed using a questionnaire to collect data from a research population consisting of 173 workers. A randomized sample of 138 workers was selected. SPSS V.24 software and a range of statistical methods such as Cronbach's alpha coefficient, mean, standard deviation, variance ratio, and simple linear regression were utilized. Among the significant findings of this study is the existence of a correlation and impact between R&D capabilities and innovation capabilities, and the environmental and economic dimensions of sustainable marketing. In other words, enhancing focus on R&D and innovation capabilities increases the likelihood of achieving the environmental and economic dimensions of sustainable marketing. Regarding key recommendations drawn from the research to enhance the environmental and economic dimensions of sustainable marketing, the factory should prioritize the improvement and modernization of production lines while concentrating on delivering products aligned with technological advancements and meeting market needs."