Effect Pygmalion in Support of Green Food Products

Subject Areas : Environmental Economics

Majid Sabouri ¹ , Hossein Bodaghi Khajeh Noubar, ² , Mohammadreza Abdoli ³ , Yaghub Alavimatin ⁴ , Mehdi Zinali ⁵

1 - PhD Student, Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
2 - Assistant Professor, Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran. *(Corresponding Authors)
3 - Associate Professor, Department of Accounting, Shahroud Branch, Islamic Azad University, Shahroud, Iran.
4 - Assistant Professor, Department of Industrial Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
5 - Assistant Professor, Department of Accounting, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

Received: 2021-12-10 Accepted : 2022-03-02 Published : 2022-03-21

Keywords: Support of Green Food Products, Pygmalion Theory, Self-Fulfilling Prophecy,

Abstract :

Background and Objective: Green products are considered as one of the social consumerism approaches that need to have a collectivist perception in order to support it under today's environmental conditions. The purpose of this research is Effect Pygmalion in Support of Green Food Products.Material and Methodology: This research is combined in terms of methodology, because focusing on qualitative and quantitative analysis processes seeks to provide a model and then explain it at the level of knowledge-based companies in the field of oil industry. The statistical population of the study was in the qualitative part of academic experts and in the quantitative part the managers of knowledge-based companies in the food sector participated.Findings: The results in the quantitative part also showed that identifying the green brand as a theme of perception based on sustainable development is the most effective basis of perception based on the success of transcendentalism (Pygmalion) in supporting the greenness of food products at the level of knowledge-based companiesDisscotion & Conclusion: This result shows that knowledge-based companies that are active in the field of green food products and their derivatives, both in terms of the product itself and in terms of production processes, can identify the brand position of their green products in this field. Create a more coherent understanding of the environmental support of institutions and customers, especially their major customers.

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