با توجه به مشکلات زیست‌محیطی ناشی از فعالیت‌های صنعتی در سال‌های اخیر توجه به اقدامات سبز سازمان برای برطرف نمودن مشکلات زیست‌محیطی افزایش یافته‌است. در این راستا مطالعه حاضر با هدف تبیین سبزسازی آمیخته بازاریابی صنعتی از منظر تئوری‌های رفتاری انجام شده‌است. این مطالعه از لحاظ هدف کاربردی است که از حیث روش اجرا در قالب یک پژوهش توصیفی-پیمایشی با رویکرد مقطعی انجام شده‌است. نمونه آماری این تحقیق شامل 128 نفر از مدیران و معاونین شرکت نفت تهران بوده است. گردآوری داده‌ها با استفاده‌ای از پرسشنامه‌ای شامل 7 بعد و 36 گویه و تحلیل داده‌ها با تکنیک حداقل مربعات جزئی و نرم‌افزار PLS.2 انجام شد. نتایج حاصل از آزمون فرضیه‌های تحقیق نشان داد که جهت‌گیری زیست‌محیطی سازمان سبز تأثیر مثبت و معناداری بر نگرش سبز، علاقه زیست‌محیطی و خودکارآمدی سبز دارد. ارتباطات سبز رابطه بین جهت‌گیری زیست‌محیطی سازمان با علاقه زیست‌محیطی، نگرش سبز و خودکارآمدی سبز را تعدیل می‌کند. همچنین اینکه خودکارآمدی سبز، نگرش سبز و علاقه زیست‌محیطی هر سه تأثیر مثبت و معناداری بر مسئولیت‌پذیری اجتماعی دارد. در نهایت نیز مسئولیت‌پذیری اجتماعی تأثیر معناداری بر سبز نمودن آمیخته بازاریابی صنعتی دارد.
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