A qualitative study of using green marketing practices within Jordanian food companies: a content analysis approach

Abstract This study explores perceptions, and the current state of using green marketing practices within the Jordanian food companies, an industry where sustainable practices are still emerging. Through qualitative in-depth interviews with 10 industry professionals, insights were gathered on the general strategy, implementation and practices, impact and performance, challenges & barriers, collaboration & industry perspective, and future directions for green marketing in Jordan’s food sector, using content analysis process by focusing on the Non-negative matrix factorization, Multiple Correspondence Analysis (MCA) & Moonplots. The findings reveal that two terms “consumer education” and “eco-friendly packaging” consistently emerged in various areas, showing their extensive impact on green marketing strategies within the industry. However, while there is a growing awareness of environmental concerns, and some companies take serious steps toward sustainability, there is still some limited implementation of green marketing initiatives Thus, to bring out the positive features of green marketing adoption in the Jordanian food sector, a company that show no involvement in sustainability initiatives was excluded from the final analysis. Nevertheless, the study highlights several companies’ efforts to follow as an initial step toward sustainability. The research provides valuable implications for policymakers and business leaders in Jordan seeking to foster a more sustainable food industry.