Application of the Grounded Theory Method to identify the factors affecting marketing success for Organic Iranian Agricultural Products
Subject Areas : Environmental policy and managementبهمن قاسمی 1 , مهرداد گودرزوند چگینی 2 , ابراهیم چیرانی 3
1 - گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 - گروه مدیریت دولتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
3 - گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی ، رشت، ایران
Keywords: Marketing, Grounded Theory, Organic Agricultural Product,
Abstract :
The main purpose of this study is to provide a model of the factors affecting the success of marketing organic Iranian agricultural products. This research has been done by qualitative approach using the grounded theory method. Data collection tools were semi-structured interviews. In order to collect information, by using the targeted sampling method, 12 marketing managers of companies producing organic agricultural products were interviewed. Data analysis was performed in three stages of open, central and selective coding, in which 343 key concepts and 111 codes and 32 sub-categories were identified and classified into 5 main categories including "Product-related factors", "Price-related factors", "promotion-related factors", "Consumer-related factors" and "Production-related factors". Finally, a comprehensive model of the factors influencing the marketing success of organic agricultural products is presented.
Anjos, R., Cosme, F., Gonçalves, A., Nunes, F.M., Vilela, A., Pinto, T., Effect of agricultural practices, conventional vs organic, on the phytochemical composition of ‘Kweli’ and ‘Tulameen’ raspberries (Rubus idaeus L.), Food Chemistry (2020), doi:https://doi.org/10.1016/j.foodchem.2020.126833
Bhaumik, S., Driffield, N., Gaur, A.S., Mickiewicz, T. and Valler, P. (2019), “Corporate governance and MNE strategies in emerging economies”, Journal of World Business, Vol. 54 No. 4, pp. 234-243.
Borimnejad, V. (2014). A Study of factors affecting on the marketing of healthy and organic products. Agricultural Economics, 8(Special Issue), 217-232.
Braun, V. and Clarke, V. (2006) Using Thematic Analysis in Psychology. Qualitative Research in Psychology, 3, 77-101.http://dx.doi.org/10.1191/1478088706qp063oa
Bullock, G., Johnson, C. and Southwell, B. (2017), "Activating values to stimulate organic food purchases: can advertisements increase pro-environmental intentions?", Journal of Consumer Marketing, Vol. 34 No. 5, pp. 427-441
Chariri, A., Nasir, M., Januarti, I. and Daljono, D. (2019), “Determinants and consequences of environmental investment: an empirical study of Indonesian firms”, Journal of Asia Business Studies,Vol. 13 No. 3, pp. 433-449.
Chrysochou, P. and Festila, A. (2019), "A content analysis of organic product package designs", Journal of Consumer Marketing, Vol. 36 No. 4, pp. 441-448.
Dadashi, M., Mohammedan, M., Shahrokh, Z., Khashei, V. (2018). Indigenous Pattern of Market Development of Organic Products in Iran. Agricultural Economics Research, 9(36), 231-258.
Foster, C. and Green, K. (2000) Greening the innovation process. Business Strategy and the Environment, 9, 287-303.
Gakobo, T.W., Jere, M.G., 2016. An application of the theory of planned behaviour to predict intention to consume African indigenous foods in Kenya. Br. Food J. 118 (5), 1268e1280
Ghali, Z.Z. (2020), "Effect of utilitarian and hedonic values on consumer willingness to buy and to pay for organic olive oil in Tunisia", British Food Journal, Vol. 122 No. 4,pp.1013-1026.https://doi.org/10.1108/BFJ-06-2019-0414
Gholampour, A., Naami, A., Moshabaki, A. (2019). Presentation of Social Media Based Marketing Model in Iranian Food Products and Organic Drinks Industry Using theme Analysis. Agricultural Economics Research, 11(44), 31-58.
Jonas, A. and Roosen, J. (2005), "Private labels for premium products – the example of organic food", International Journal of Retail & Distribution Management, Vol. 33 No. 8, pp. 636-653.
Kumar, V., Singh, D., Purkayashtha, A., Popli,M. and Gaur, A.S. (2020), “Springboard internationalization by emerging market firms: speed of first cross-border acquisition”, Journal of International Business Studies, Vol. 51 No. 2, pp. 172-193.
Laskar, N. (2018), “Impact of corporate sustainability reporting on firm performance: an empirical examination in Asia”, Journal of Asia Business Studies, Vol. 12 No. 4, pp. 571-593.
Lee, H.-J., Yun, Z.-S., 2015. Consumers' perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Qual. Prefer. 39, 259-267
Lenox, M. and Ehrenfeld, J. (1997) Organizing for effective environmental design. Business Strategy and the Environment, 6, 187.
Liang, A.R.-D. and Lim, W.-M. (2020), "Why do consumers buy organic food? Results from an S–O–R model", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-03-2019-0171
Liang, R.-D. (2016), "Predicting intentions to purchase organic food: the moderating effects of organic food prices", British Food Journal, Vol. 118 No. 1, pp. 183-199. https://doi.org/10.1108/BFJ-06-2015-0215
Liu, K., Lan, Y. and Li, W. (2019), "Behavior-based pricing between organic and general food enterprises", British Food Journal, Vol. 122 No. 1, pp. 107-121. https://doi.org/10.1108/BFJ-08-2018-0500
Lu, L., Chi, C.G.-Q. and Zou, R. (2019), "Determinants of Chinese consumers’ organic wine purchase", International Journal of Contemporary Hospitality Management, Vol. 31 No. 9, pp. 3761-3778. https://doi.org/10.1108/IJCHM-02-2019-0118
MangafiÄ,J.,Pilav-VeliÄ, A., MartinoviÄ, D. and ÄinjareviÄ, M. (2017), "Consumer Innovativeness and Organic Food Purchase Intentions", Renko, S. and Pestek, A. (Ed.) Green Economy in the Western Balkans, Emerald Publishing Limited,pp.285-319. https://doi.org/10.1108/978-1-78714-499-620171010
Mehta, R. and Agrawal, S. (2020), "Embracing the organic way: is consumer preference the same for all brands?", International Journal of Retail & Distribution Management, Vol. 48 No. 5, pp. 453-464.
Mhlophe, B., 2016. Consumer purchase intentions towards organic food: insight from South Africa. Bus. Soc. Sci. J. 1 (1), 1e32
Naidoo, V., Ramatsetse, M.H., 2016. Assessment of the consumer purchase intentions of organic food at the Hazel food market in Pretoria, South Africa. Org. Farming 7 (3), 81e88.
Nidumolu, R., Prahalad, C.K., Rangaswami, M.R., 2009. Why sustainability is now the key driver of innovation. Harv. Bus. Rev. 87, 56-64.
Pearson, D., & Henryks, J. (2008): Marketing Organic Products: Exploring Some of the Pervasive Issues, Journal of Food Products Marketing, 14:4, 95-108
Razavi, S., pourtaheri, M., Eftekhari, A. (2015). evaluation of organic agriculture development place in rural areass, case study: producers of intransition and certified products. Journal of Rural Research, 6(1), 27-45. doi: 10.22059/jrur.2015.54230
Rao, P. (2007), “Greening of the supply chain: an empirical study for SMES in the philippine context”,Journal of Asia Business Studies, Vol. 1 No. 2, pp. 55-66.
Saleki, R., Quoquab, F. and Mohammad, J. (2019), "What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness", Journal of Agribusiness in Developing and Emerging Economies, Vol. 9 No. 5, pp. 584-603. https://doi.org/10.1108/JADEE-02-2019-0018
Schlatter, B., Tra´vnı´cek, J., Willer, H. and Lernoud, J. (2020), “Organic agriculture worldwide: current statistics”, in Willer, H., Schlatter, B., Tra´vnı´cek, J., Kemper, L. and Lernoud, J. (Eds), The World of Organic Agriculture. Statistics and Emerging Trends 2020, FiBL, Frick and IFOAM – Organics International, Bonn, pp. 31-69.
Singh, D. (2018), “Integration of materialism with shopping motivations: motivations based profile of indian mall shoppers”, Journal of Asia Business Studies, Vol. 12 No. 4, pp. 381-401.
Singh, S.K. (2019), “Sustainable business and environment management”, Management of EnvironmentalQuality: An International Journal, Vol. 30 No. 1, pp. 2-4.
Rex, E. & Baumann, H. (2007). Beyond ecolabels: what green marketing can learn from conventional green marketing. Journal of Cleaner Production, 15(6), 567-576.
Singh, S.K. and El-Kassar, A.N. (2019), “Role of big data analytics in developing sustainable capabilities”, Journal of Cleaner Production, Vol. 213, pp. 1264-1273.
Sriwaranun, Y., Gan, C., Lee, M. and Cohen, D.A. (2015), "Consumers’ willingness to pay for organic products in Thailand", International Journal of Social Economics, Vol. 42 No. 5, pp. 480-510
Yazdanpanah, M., Forouzani, M., 2015. Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. J. Clean. Prod. 107, 342e352.
Yadav, R., Pathak, G.S., 2016. Intention to purchase organic food among young consumers: evidences from a developing nation. Appetite 96, 122-128.