Conceptual framework of the retail services development in the food industry with sustainable marketing approach based on systematic grounded theory

Achieving customers satisfaction and profitability and understanding the social and environmental problems and analyzing the environmental and social impacts of the products and services presented is the foundation of sustainable marketing in the food supply chain due to its special nature and role in the industry in sustainable development is specifically emphasized. Thus the aim of this study is providing a framework for the development of new retail services in the food industry with an emphasis on sustainable marketing.

The present study is based on an interpretive paradigm that has been exploratory oriented and it is in the form of developmental research based on the systematic grounded theory has collected data using semi-structured semi-in-depth interviews with 16 experts and Coding is done in three open, axial, and selective levels with MaxQDA software.

Based on the codings performed, the indicators and components are presented in the form of a conceptual model and the model is explained after validation and reliability confirmation.

Based on the obtained model, new product development as the main phenomenon by using sustainable marketing strategies focused on strategic solidarity, social interaction and ethical capabilities can be in the headstock of contextual factors while considering the effects of intervention variables such as human resources, Business structure, and internal communications as well as causal variables such as fundamental changes in the market environment and the world of competition in addition to long-term profitability led to value creation for the customer and society and also in a higher step to protect the environment and promote individual and Organizational social responsibility.