شناسایی مقوله‌های موثر بر بازاریابی سبز محصولات ارگانیک و بررسی ارتباط بین این مقوله‌ها با استفاده از راهبرد نظریه مفهوم‌سازی بنیادی (مورد مطالعه: شرکت سینره در استان کهگیلویه و بویراحمد)
محورهای موضوعی :
مدیریت صنعتی
omid mohammadi
1
,
ali pirzad
2
,
Sayed Najmuddin Mousavi
3
1 - PhD student in Business Management, Yasouj Branch, Islamic Azad University, Yasouj, Iran
2 - Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran
3 - Associate Professor, Department of Management, Lorestan University, Khorramabad, Iran
تاریخ دریافت : 1400/11/15
تاریخ پذیرش : 1401/02/11
تاریخ انتشار : 1401/05/02
کلید واژه:
ارگانیک,
بازاریابی سبز,
محیط‌زیست,
طبیعت زنده,
چکیده مقاله :
این پژوهش با هدف شناسایی مقوله‌های موثر بر بازاریابی سبز محصولات ارگانیک و بررسی ارتباط بین این مقوله‌ها با استفاده از راهبرد نظریه مفهوم‌سازی بنیادی صورت پذیرفت؛ از آنجائیکه تحقیقات علمی که در این این زمینه انجام شده یا قابلیت اجرائی نداشته و یا دارای نقص‌‌هائی بوده‌اند، تصمیم به پژوهش در این زمینه گرفته شد. روش‌شناسی موردنظر در این پژوهش، روش داده‌بنیاد می‌باشد؛ جامعه آماری شامل 10 نفر از خبرگان می‌باشد که به صورت هدفمند انتخاب شدند، همچنین در گام دوم و مطالعات کتابخانه‌ای نیز، متون با کلیدواژه محیط‌زیست، مدیریت سبز و بازاریابی سبز مورد بررسی قرار گرفتند و در ابتدا با استفاده از روش داده‌بنیاد، به تحلیل داده‌ها و شناسائی مقولات پرداخته و سپس با استفاده از نمونه‌گیری گلوله‌برفی و نظرسنجیِ 15 نفر از خبرگان، در راستای تائید پایائی و روائی پژوهش و اعتبارسنجی نتایج، از نظرات آنان استفاده شد. تجزیه و تحلیل داده‌ها و شناسائی مقولات، در سه مرحله کدگذاری باز، محوری و انتخابی انجام گرفت، که بر اساس آن در پاسخ به سوال اصلی: مقوله‌های موثر بر بازاریابی سبز محصولات ارگانیک کدامند؟، مقولات پژوهش احصاء و نتایج شامل: 172 شناسه، 47 مفهوم، و 26 مقوله از نتایج پژوهش شد، که مقولات 26 گانه در طی یک ارتباط کاملا دوطرفه حول محور مقوله اصلی، یعنی بازاریابی سبز محصولات ارگانیک شناسائی شدند و در قالب مدل سیستماتیک ارائه گردیدند.
چکیده انگلیسی:
The aim of this study was to identify the categories affecting the green marketing of organic products and to investigate the relationship between these categories using the strategy of fundamental conceptualization theory; Since the scientific research conducted in this field was either not feasible or had shortcomings, the decision was made to conduct research in this field. The methodology considered in this research is data-based method; The statistical population consists of 10 experts who were purposefully selected. Also in the second step and library studies, texts with the keywords environment, green management and green marketing were examined and first data analysis was performed using the data-based method. And the categories were identified and then using snowball sampling and surveys of 15 experts, in order to confirm the reliability and validity of the research and validation of the results, their opinions were used. Data analysis and category identification were performed in three stages of open, centralized and selective coding, based on which in response to the main question: "What are the categories affecting the green marketing of organic products?" The categories of the research included statistics and results including: 172 identifiers, 47 concepts, and 26 categories of research results. The 26 categories were identified during a completely two-way communication around the main category, namely green marketing of organic products Became.
منابع و مأخذ:
Abdollahi, S. (2008). A Perspective on the Development of Organic Agriculture in Iran, Institute of Agricultural Planning and Economics, Tehran, Ministry of Jihad Agriculture. (in persian)
Abili, Kh. & Mercy. S. (2015). Evaluation of talent development process in the human resources unit of Saipa Automotive Company, Quarterly Journal of Human Resources Training and Development, second year, fifth issue, 20 pages (75-95); (in persian)
L. jalili. S. & Zanjani. S. (2020). Investigating the Factors Affecting the Attitude and Intention of Purchasing Organic Food Consumers: A Structural Equation Model. Health Education and Health Promotion, 8 (1), 35-44. (in persian)
Cronin, J. J., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green marketing strategies: an examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39(1), 158-174.
Gao, Q., Zhang, Z., Li, Z., Li, Y., & Shao, X. (2022). Strategic green marketing and cross-border merger and acquisition completion: The role of corporate social responsibility and green patent development. Journal of Cleaner Production, 343, 130961.
Habibi, N. (2012), Explaining the Basic Principles and Key Elements of the Iranian Islamic Model of Progress of the Islamic Republic of Iran, Tehran, National Defense University, Faculty of Management; (in persian)
Jafri, A., Mahlooji, M., Solhi, M & Davazdahemami, S. (2007), Foundation, principle and challenges of organic farming, Sustainable Agriculture Quarterly. (in persian)
Khairollahi, A, S, Taghizadeh, H. (2021). Designing a model to promote the attitude of customers of organic food products in Iran. Consumer Behavior Studies, 8 (2), 176-199. (in persian)
Marzooqi, R. & Heydari, E. (2014), Exploring Organizational Boiling Behavior: A Step towards a Data-Based Theory, Quarterly Journal of Organizational Behavior Studies, 3(17), (47-64). (in persian)
Moghaddam. Kamalian. A. R. Oreiyazdani. B.Kord. B. & Roshan. A. (2016). Explaining and designing an entrepreneurial human resource management model: a data-based approach (a study in the electricity industry, Iran Transfo Group of Companies), Improve management, 10(4), 34 (123-157). (in persian)
Olson, E. L. (2022). Advocacy bias in the green marketing literature: Where seldom is heard a discouraging word. Journal of Business Research, 144, 805-820.
Polonsky, M. J. (1995). A stakeholder theory approach to designing environmental marketing strategy. Journal of business & industrial marketing.
Polonsky, M. J., & Rosenberger III, P. J. (2001). Reevaluating green marketing: a strategic approach. Business horizons, 44(5), 21-30.
Sangkumchaliang, P., & Huang, W. C. (2012). Consumers’ perceptions and attitudes of organic food products in Northern Thailand. International Food and Agribusiness Management Review, 15(1030-2016-82915), 87-102.
Shan, S., Lai, W., Xiong, Y., Wei, H., & Xu, H. (2015). Novel strategies to enhance lateral flow immunoassay sensitivity for detecting foodborne pathogens. Journal of agricultural and food chemistry, 63(3), 745-753.
Strauss, A. Corbin. J. (2011a), Basic Theory. Third Edition, translated by Buick Mohammadi, Tehran: Institute of Humanities and Cultural Studies; (in persian)
Strauss, A. Corbin. J. (2011b). Principles of Qualitative Research Methodology. Translated by Buick Mohammadi, Tehran: Institute of Humanities and Cultural Studies; (in persian)
Strauss, A., & Corbin, J. (1990). Basics of qualitative research. Sage publications.
Wang, Y., Huscroft, J. R., Hazen, B. T., & Zhang, M. (2018). Green information, green certification and consumer perceptions of remanufctured automobile parts. Resources, Conservation and Recycling, 128, 187-196.
Yin, S., Wu, L., Du, L., & Chen, M. (2010). Consumers' purchase intention of organic food in China. Journal of the Science of Food and Agriculture, 90(8), 1361-1367.
Zein al-Dini, M. Farhi, A. & Sanjeghi, M. I. (2016). Model of efficiency in the judiciary based on the guidelines of Imam Khomeini and Imam Khamenei. Islamic Management Quarterly, 24(2), 190-205. (in persian)
Zein al-Dini. M. Mohammadi Siahboumi. H.M. (2018). Presenting a favorable model of jihadi management in the Islamic Revolution (case study of the guidelines of the Leader of the Islamic Revolution). Quarterly Journal of the Islamic Revolution, 8(28), 23-49. (in Persian)
_||_
Abdollahi, S. (2008). A Perspective on the Development of Organic Agriculture in Iran, Institute of Agricultural Planning and Economics, Tehran, Ministry of Jihad Agriculture. (in persian)
Abili, Kh. & Mercy. S. (2015). Evaluation of talent development process in the human resources unit of Saipa Automotive Company, Quarterly Journal of Human Resources Training and Development, second year, fifth issue, 20 pages (75-95); (in persian)
L. jalili. S. & Zanjani. S. (2020). Investigating the Factors Affecting the Attitude and Intention of Purchasing Organic Food Consumers: A Structural Equation Model. Health Education and Health Promotion, 8 (1), 35-44. (in persian)
Cronin, J. J., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green marketing strategies: an examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39(1), 158-174.
Gao, Q., Zhang, Z., Li, Z., Li, Y., & Shao, X. (2022). Strategic green marketing and cross-border merger and acquisition completion: The role of corporate social responsibility and green patent development. Journal of Cleaner Production, 343, 130961.
Habibi, N. (2012), Explaining the Basic Principles and Key Elements of the Iranian Islamic Model of Progress of the Islamic Republic of Iran, Tehran, National Defense University, Faculty of Management; (in persian)
Jafri, A., Mahlooji, M., Solhi, M & Davazdahemami, S. (2007), Foundation, principle and challenges of organic farming, Sustainable Agriculture Quarterly. (in persian)
Khairollahi, A, S, Taghizadeh, H. (2021). Designing a model to promote the attitude of customers of organic food products in Iran. Consumer Behavior Studies, 8 (2), 176-199. (in persian)
Marzooqi, R. & Heydari, E. (2014), Exploring Organizational Boiling Behavior: A Step towards a Data-Based Theory, Quarterly Journal of Organizational Behavior Studies, 3(17), (47-64). (in persian)
Moghaddam. Kamalian. A. R. Oreiyazdani. B.Kord. B. & Roshan. A. (2016). Explaining and designing an entrepreneurial human resource management model: a data-based approach (a study in the electricity industry, Iran Transfo Group of Companies), Improve management, 10(4), 34 (123-157). (in persian)
Olson, E. L. (2022). Advocacy bias in the green marketing literature: Where seldom is heard a discouraging word. Journal of Business Research, 144, 805-820.
Polonsky, M. J. (1995). A stakeholder theory approach to designing environmental marketing strategy. Journal of business & industrial marketing.
Polonsky, M. J., & Rosenberger III, P. J. (2001). Reevaluating green marketing: a strategic approach. Business horizons, 44(5), 21-30.
Sangkumchaliang, P., & Huang, W. C. (2012). Consumers’ perceptions and attitudes of organic food products in Northern Thailand. International Food and Agribusiness Management Review, 15(1030-2016-82915), 87-102.
Shan, S., Lai, W., Xiong, Y., Wei, H., & Xu, H. (2015). Novel strategies to enhance lateral flow immunoassay sensitivity for detecting foodborne pathogens. Journal of agricultural and food chemistry, 63(3), 745-753.
Strauss, A. Corbin. J. (2011a), Basic Theory. Third Edition, translated by Buick Mohammadi, Tehran: Institute of Humanities and Cultural Studies; (in persian)
Strauss, A. Corbin. J. (2011b). Principles of Qualitative Research Methodology. Translated by Buick Mohammadi, Tehran: Institute of Humanities and Cultural Studies; (in persian)
Strauss, A., & Corbin, J. (1990). Basics of qualitative research. Sage publications.
Wang, Y., Huscroft, J. R., Hazen, B. T., & Zhang, M. (2018). Green information, green certification and consumer perceptions of remanufctured automobile parts. Resources, Conservation and Recycling, 128, 187-196.
Yin, S., Wu, L., Du, L., & Chen, M. (2010). Consumers' purchase intention of organic food in China. Journal of the Science of Food and Agriculture, 90(8), 1361-1367.
Zein al-Dini, M. Farhi, A. & Sanjeghi, M. I. (2016). Model of efficiency in the judiciary based on the guidelines of Imam Khomeini and Imam Khamenei. Islamic Management Quarterly, 24(2), 190-205. (in persian)
Zein al-Dini. M. Mohammadi Siahboumi. H.M. (2018). Presenting a favorable model of jihadi management in the Islamic Revolution (case study of the guidelines of the Leader of the Islamic Revolution). Quarterly Journal of the Islamic Revolution, 8(28), 23-49. (in Persian)
