Institutional Sustainability Through Green Marketing and its Impact on Achieving Institutional Excellence: An Applied Study on the Directorate of Agriculture in Cairo Governorate

Abstract

The study aimed to examine the impact of institutional sustainability through green marketing on achieving institutional excellence, an applied study on the Directorate of Agriculture in Cairo Governorate, and by trying to answer the main question of the study and the sub-questions of the research problem, and based on the descriptive analytical approach of the previous literature in this field through four hypotheses It was researched, and it became clear from the results of the study that there is a relationship between institutional sustainability and green marketing in the Health Directorate of Cairo Governorate, in addition to the existence of a relationship between institutional sustainability and institutional excellence, in addition to the existence of a relationship between green marketing and institutional excellence and between institutional sustainability through green marketing and institutional excellence and validation the four hypotheses. One of the most important recommendations of the study, is to develop an integrated plan to achieve institutional sustainability for it, linking this plan with green marketing practices and institutional excellence according to specific criteria and compatible with the criteria of the Egypt Award for Governmental Institutional Excellence, applying effective methods to enhance institutional sustainability practices in terms of improving the competitive organizational situation It is appropriate to continue the work from the procedural angle without stopping, to prepare Establishing the work environment to activate the practices of institutional excellence and focus on achieving high rates of institutional and human performance, applying standards of institutional excellence to increase competitiveness.