Providing an Environmentally Friendly Marketing Model in the Field of Energy
Subject Areas : marketingMaryam Hosseini 1 , Yaser Faizi 2
1 - Assistant Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - PhD student, United Arab Emirates branch, Islamic Azad University, Dubai, Dubai.
Keywords: Customer Trust, Customer Satisfaction, Environmentally Friendly Marketing, Sustainable Development ,
Abstract :
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With the increase of environmental concerns related to the activities of commercial companies, today environmentally friendly marketing has emerged as a new paradigm in the field of marketing. This study was conducted with the aim of evaluating the presentation of an environmentally friendly marketing model in the field of energy. In terms of the purpose, this research is an applied-developmental study, and in terms of the nature and form of implementation, it is a qualitative research. In order to collect data in the qualitative phase, a semi-structured questionnaire was used and in the quantitative phase, an ISM questionnaire (expert questionnaire) was used. Data analysis was done in the qualitative phase with thematic analysis method and MAXQDA software, and in the quantitative part with the interpretive structural modeling method and Mic-Mac software. By examining and categorizing the descriptive codes obtained from the interviews, 66 subcategories were identified and in the form of eleven main themes including: economic factors, social factors, environmental factors, strategic factors, business ethics factors, sustainability disclosure factors, and human resource management. Green supply chain management, sustainable value creation factors, customer trust and psychological factors are categorized. The results of the interpretative structural modeling technique showed that, therefore, customer trust is considered as the first level variable. The green supply chain management variable is on the second level. The variables of economic considerations, environmental considerations and social considerations are in the third level. Variables of sustainable disclosure and sustainable value creation are the fourth level. The variable of strategic factors is at the fifth level. The variables of green human resources management and psychological factors are also the sixth level. Finally, the organization's environmental orientation variable is at the seventh level.
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