Appraisal the Quality of Gap between the Current Situation and Desired Sustainability of Industrial Marketing of Rural Green Businesses

Subject Areas : Environmental Economics

Mohammad Mehdi  Karimi ¹ (P.h.D Candidate, Department of industrial Management, Qom Branch, Islamic Azad University, Qom, Iran. )
Rasoul  Sanavifard ² (Assistant Professor, Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran. *(Corresponding Author) )
Aliasghar  Eyvazi ³ (Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran.)
Mostafa  Khajeh ⁴ (Assistant Professor, Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran. )

Received: 2022-11-07 Accepted : 2023-02-14 Published : 2023-12-22

Keywords: Sustainability, Industrial Marketing, Rural Green Businesses. ,

Abstract :

Background and Objective: In terms of meaning, green sustainable development, global partnership for the continuity and dynamics of economic growth; Social justice and preservation and renewal of environmental capacities shines not only for the present but also for future generations and shows a kind of comprehensive view and commitment of all to improve the common future of mankind in all fields such as rural green businesses. The purpose of this research is Appraisal the quality of the gap between the current situation and the desired sustainability of industrial marketing of rural green businesses. Material and Methodology: In this research, factors and components were identified by Delphi method with the participation of 10 specialized experts in the field of rural businesses, and then the indicators were categorized using the PESTEL method. Then, the gap quality between the current and desired conditions was drawn and the factors and indicators were ranked through the IP matrix. Findings: The findings of the research showed that legal, economic and technological factors respectively play the greatest role in the gap in the status of rural businesses. Also, among the components, social security laws for home businesses, guaranteeing government agencies, and integrated mentality of electronic businesses, liquidity, water supply and investment respectively had a greater impact on creating a gap. The IP matrix showed that there are 14 components with high performance and importance that should be continued. Discussion and Conclusion: The obtained results are an indication of the fact that rural development policies should include the contribution of agriculture, both in order to improve farm activities and in support of ancillary services, to ensure sustainable development in order to promote green businesses in the regions. Use rural. Therefore, the policy makers of this field should codify flexible laws in the field of agricultural reforms so that rural development in the field of green business is the basis for the social and political stability of these areas in the country.

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