Investigating the Impact of Quality Management Systems Like (ISO 14001, LEED, And Fair Trade) on Marketing Strategies and Customer Trust in Green Entrepreneurship

This study aimed to analyse the impact of quality management systems, including (ISO 14001, LEED, and Fair Trade), on shaping marketing strategies and building customer trust within the framework of green entrepreneurship. The research adopted a descriptive-analytical approach, where a questionnaire was designed as the primary tool to collect data from a sample of 200 employees working in the Al-Rafidain and Al-Rasheed banks in Basrah- Iraq, to examine the extent to which these systems interact with marketing aspects and customer loyalty. The results showed that adopting quality management systems significantly enhances the mental image of institutions and their competitive distinction, in addition to deepening customer trust through adherence to environmental and social standards and ensuring transparency. Based on this, the study recommends the necessity of urging green enterprises to employ these systems within their marketing plans, enhance societal awareness of their benefits through effective communication channels, and focus on integrating them with strategic visions to ensure sustainable impact.