Designing a Model of Digital Branding of Healthy Agricultural Products in Iran Using Grounded Theory Method

Subject Areas : Agriculture and Environment

Abolghasem Mohammadnezhad Ali Zamini ¹ , Arezo Ahmadi danyali ² , Mahmoud Ahmadi Sharif ³

1 - Ph.D. Student, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
2 - Assistant Professor, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran *(Corresponding Author)
3 - Assistant Professor, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran

Received: 2023-09-09 Accepted : 2023-12-06 Published : 2024-04-20

Keywords: Digital Brand, Agricultural Products, Grounded Theory.,

Abstract :

Background & Objective: In today's era, the natural environment will be an important arena for competitive differentiation and branding, and environmental issues are changing the competitive landscape in many industries, including agriculture. This research focuses on the design of the digital branding model of healthy agricultural products in Iran using the grounded theory method in the Iranian market. Material and Methodology: To discover the indicators, components and dimensions of the digital brand, both qualitative and quantitative methods of MaxQDA and Smart-PLS software have been used. The data of the research was conducted through in-depth semi-structured interviews and a questionnaire made by the researcher using the purposeful sampling method in the community of digital brand builders in the country. In order to quantitatively measure the validity of qualitative analysis, the Holstie coefficient is used. According to Morgan's Karjisi table, the sample size of the confirmatory factor analysis was determined and distributed by simple random method through Porsa system. Also, to check the construct validity, divergent and convergent validity were calculated. Findings: The causal conditions of the digital brand of healthy agricultural products in Iran include 3 categories: economic security of the farmer, food security, differentiation of agricultural products. The main category resulting from causal conditions includes 3 subcategories: digital branding of healthy agricultural products, benefiting from the power of the green brand community, and increasing contact points with customers and stakeholders. Background conditions in the model of digital branding of healthy agricultural products include 3 categories: environmental ethics, digital marketing and production of healthy agricultural products. The intervening conditions facilitate the causal conditions and do not lead to behavior by themselves, but by affecting the causal conditions, they influence the digital branding of healthy agricultural products. Intervening conditions include 2 categories: society culture and consumer expectations of green products brand. The consequences and results of applying the strategies and actions resulting from the digital branding of healthy agricultural products include 4 categories: water, soil and air protection, agricultural economic growth, green food products and food security. Discussion and conclusion: The results of confirmatory factor analysis show that the dimensions, components and indicators of digital branding of healthy agricultural products are compatible with experimental findings. Digital branding is a long and continuous and costly process, so it requires the financial support of the authorities. Also, in order to create employment and food safety and health, digital branding of healthy agricultural products should be promoted.

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