  The environmental conservation issue has led consumers to rethink the
products they purchase. Nowadays, many consumers are willing to pay more for
products that genuinely adhere to environmental standards to support the
environment. Consequently, concepts like green marketing have gradually
infiltrated marketing literature, making environmental considerations one of
the most important activities for companies. Accordingly, this research
investigates the impacts of green marketing strategy on perceived brand quality
(case study: food exporting companies). The study population comprises 345
employees and managers from companies such as Kalleh, Solico, Pemina, Sorbon,
Mac, Pol, and Casel. Using Cochran's formula, a sample of 182 individuals was
randomly selected. This research is practical; the required data were collected
through surveys and questionnaires. The findings indicate that (1) green
marketing strategy has a significant positive effect on perceived brand
quality, (2) green products have a significant positive effect on perceived
brand quality, (3) green promotion has a significant positive effect on
perceived brand quality, (4) green distribution has a significant positive
effect on perceived brand quality, and (5) green pricing has a significant
positive effect on perceived brand quality.
