The Role of Cleaner Production in Enhancing Enlightened Marketing: An Exploratory Study of the Opinions of a Sample of Employees in the Ready-Made Garments Factory in Mosul

Abstract

The current research aims to study the correlation and impact relationship between cleaner production (independent variable) and enlightened marketing (dependent variable) in the ready-made garments factory in Mosul. This is in light of a research problem centered on the environmental challenges that impose the need for the factory to adopt a marketing policy that preserves the environment while ensuring societal well-being. Such an approach guarantees the factory’s continuity in a competitive environment where customers demand sustainability across various operations. A questionnaire was adopted as the primary tool for data collection from a sample of 165 employees in the factory, with a 91% response rate. The study relied on a five-point Likert scale and used SPSS V24 and AMOS V24 for data analysis and hypothesis testing. The findings revealed a statistically significant correlation and impact of cleaner production on enlightened marketing. Additionally, the study presents several recommendations, the most important of which is the necessity for the factory to focus on adopting cleaner production practices and enlightened marketing policies to achieve sustainable goals for society as a whole.