Presentation a Sustainable Marketing Model for the Development of Sustainable Agriculture in the Country Using the Qualitative Method

The present study was conducted with the aim of designing a sustainable marketing model for the development of sustainable agriculture in the country using the data method of the foundation.

In this research, a qualitative research method has been used, which is a combination of the foundation data method and Delphi. . To investigate this goal, 15 people were selected by snowball sampling method for interviewing experts from the Ministry of Jihad-e-Agriculture in the export of agricultural products, and information was collected through in-depth interviews. Then, after identifying and categorizing the factors, the Delphi method was used to measure the validity of the model and variables.

Foundation data method was used for analysis. First, the initial coding was done and 84 codes were identified, and in the next stage, by applying changes (merging and deleting), then in the second stage, 32 concepts were categorized, and finally the known concepts were classified into five categories. Delphi results were examined in two stages and by removing and adding concepts, 32 were identified.

Therefore, the results show that the proposed model included economic factors, social factors, marketing factors, environmental factors and consumer-related factors and considered different aspects and in each of the identified components to the subcomponent. They also noted that in order to better implement sustainability in marketing, it is recommended to pay attention.