Designing a green marketing process model in the pharmaceutical industry

Subject Areas : Industrial Management

Bita  Hadizadeh Moghadam ¹ (Department of Business Management-Marketing, Qeshm Branch, Islamic Azad University, Qeshm, Iran)
Hassan  Biabani ² (Department of Business Management-Marketing, Hormozgan Branch, Islamic Azad University, Management and Economics Faculty, Hormozgan, Iran)
Esmaeil  Hasnpour ³ (Department of Business Management-Marketing, Qeshm Branch, Islamic Azad University, Qeshm, Iran)

Received: 2020-06-20 Accepted : 2020-08-12 Published : 2020-09-12

Keywords: "Pharmaceutical Companies", Green Marketing", ",

Abstract :

The purpose of this study was to design and explain the green marketing model of pharmaceutical Industry. This study, in terms of purpose, functional, in terms of approach, exploration, and in terms of data analysis, is mixed method (qualitative-quantitative). In the qualitative phase of the research and in order to design the model based on the data theory theory methodology, a group of experts including university professors, marketing consultants, and senior sales and marketing managers of pharmaceutical companies who were thoroughly involved in the sales and marketing of pharmaceutical companies and green marketing strategies, Were selected and interviewed in depth. During this phase, the snowball sampling method was used and the process continued until the theoretical saturation of the researcher was reached and a total of 11 interviews were conducted. In the quantitative phase, senior, middle and operational managers of pharmaceutical companies based in Tehran were considered as the statistical population and 210 of them were selected by simple random sampling. In the qualitative phase of the research, because of the fundamental data theory approach, the main tool for data collection was in-depth, unstructured interviews with experts. In the quantitative phase of the research, the main data collection tool was a closed questionnaire and a researcher made up of 51 items that were designed based on the conceptual model. In the quantitative phase of the research, SPSS and Listel soft wares were used to perform descriptive and inferential analyzes. Finally results led to the design of a green marketing model

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