A higher technical diploma research project in Electronic Management Technologies was discussed at the Administrative Technical College / Mosul, Northern Technical University, by the student Mustafa Adel Mohammed Yahya. The research was entitled:
“The Impact of Digital Transformation on Enhancing the Green Marketing Mix: An Exploratory Study of the Opinions of Employees at Karwanchi Group for Beverages and Food.”
The discussion was held on Monday morning, August 31, 2026, at 9:00 a.m. in Dr. Alyaa Hall at the Polytechnic College / Nineveh.
The research aimed to examine the impact of digital transformation on enhancing the green marketing mix at Karwanchi Group for Beverages and Food. It also sought to identify the extent to which the company adopts digital transformation practices and how these practices contribute to strengthening green marketing activities, improving operational efficiency, supporting environmental sustainability, and enhancing competitiveness in the market.
The research addressed digital transformation as the independent variable through the dimensions of digital infrastructure, digital skills, digital culture, and digital leadership. The green marketing mix was examined as the dependent variable through the dimensions of green product, green pricing, green promotion, and green distribution.
The research adopted a descriptive-analytical approach and used a questionnaire as the main instrument for data collection from a sample of employees at Karwanchi Group, including administrators, supervisors, department heads, and technical staff. A total of 425 questionnaires were distributed to the study sample.
The collected data were analyzed and the research hypotheses were tested using SPSS V26 and AMOS V24. The study also examined measurement models and the causal relationships among the research variables, in addition to assessing the goodness of fit of the proposed model.
The research sought to test the nature of the relationship and effect between the dimensions of digital transformation and the dimensions of the green marketing mix. It also presented a set of conclusions and recommendations aimed at strengthening digital transformation and supporting green marketing practices within the company, thereby contributing to the achievement of its economic and environmental objectives and enhancing its competitive position in the market.
The examination committee consisted of:
- Asst. Prof. Dr. Nidal Ali Suleiman – Chairman.
- Asst. Prof. Harbia Abdu Omar – Member.
- Asst. Prof. Dr. Noor Dhiya Aziz – Member and Supervisor.
