Designing a Green Marketing Model Based on Sustainable Development: A Grounded Data Theory Approach
Subject Areas : marketingMehrdad MoKhtarpour 1 , Fereshte Lotfi Zadeh 2 , Siavash Ahmadi Chehrebagh 3 , Farid Taheri Kia 4
1 - PhD student, Department of Business Administration, Emirates Branch, Islamic Azad University, Dubai, United Arab Emirates
2 - Assistant Professor, Department of Business Administration, Islamic Azad University, Zanjan Branch, Zanjan, Iran.
3 - Assistant Professor, Department of Mathematics, Islamic Azad University, North Tehran Branch, Tehran, Iran.
4 - Assistant Professor, Department of Business Administration, Islamic Azad University, Firozkoh branch, Firozkoh, Iran
Keywords: Green marketing, economic activity, environment, social responsibility,
Abstract :
Paying attention to new approaches in new marketing is the concern of leading economies and multinational companies. In the meantime, environmental issues and attention to marketing patterns and eco-friendly economic activities are of interest to many economic and environmental activists. Therefore, the aim of this research is to design a green marketing model based on sustainable development. This research was conducted with a qualitative approach and a data-based method. The statistical population includes all experts in the field of marketing and green marketing, who were selected through purposeful criterion-based sampling. The data was collected through semi-structured interviews with eighteen university professors and experts in the field of marketing. In order to analyze the data, open, axial and selective coding method was used. Lincoln and Cuban criteria were used to ensure validity and reliability. The results of the research show nineteen core concepts and six selected categories, which in the form of a paradigm model include the development of green marketing under the shadow of comprehensiveness and support and causal conditions (resource management, environmental changes and concerns of the government and communities), background factors. (the nature of the market, green networking and effective cultural background), intervention conditions (functional interventionists, structural interventionists, individual interventionists), strategies (innovation and creativity, creating infrastructure and paying attention to sustainable competitive advantage based It was organized on the principles of green marketing) and consequences (increasing the market share of green products, raising awareness about green marketing activities, social sustainability and optimal performance and increasing productivity).
