Identifying the categories affecting the green marketing of organic products and examining the relationship between these categories using the strategy of fundamental conceptualization theory (the case of study: Cinere Company in Kohgiluyeh and Boyer-Ahmad Provinces)

Subject Areas : Industrial Management

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

Received: 2022-02-04 Accepted : 2022-05-01 Published : 2022-07-24

Keywords: environment, Organic, living nature, Green marketing,

Abstract :

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.

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