Survey and ranking of barriers and limitations of green marketing in the use of herbal medicines

Subject Areas : Sustainable Development

hossein norouzi ^{1 *} , Gholamreza Jandaghi ² , Mahdieh Nahidi ³

1 - 1 Assistant Professor, Department of Business Management, Kharazmi University, Tehran, Iran (Correspondence Officer)
2 - Professor, Department of Industrial Management, Farabi Campus, University of Tehran, Qom, Iran
3 - M.A., Business Management, Farabi Campus, University of Tehran, Qom, Iran

Received: 2021-04-11 Accepted : 2021-07-04 Published : 2022-02-20

Keywords: "Barriers and limitations of green marketin". "Green marketing", "Herbal medicines, "Qom province",

Abstract :

Green marketing is one of the key issues being implemented around the world in the last decade, especially in developed countries. Whereas, this type of marketing in developing countries, faces obstacles. Herbal medicines are not exception to this rule and the medicine's marketing is one of the troubles of marketers. Thus the purpose of this research is to study and classify the barriers and impediments of green marketing on the usage of herbal medicine. The people in the study has composed from the doctors of traditional medicine, grocery and experts in herbal medicine in Qom province. 66 questions were reviewed with expert teachers in the fields of cultivation, production and marketing of medicinal plants, Finally by using Cronbach alpha coefficient (upper than0/9) and T-test and Friedman ranking in SPSS software, we found that organizational barriers are more important than social and governmental barriers. Along the organization aspects, producer's motivation has the highest rank, after that the high production cost and the lack of specialists is the second and third for many and similar competitors, and the lack of equipment is the forth.