Designing a green marketing model with foundational data theory method

The purpose of this research is to design a green marketing model with the foundational data theory method. With a comprehensive approach and a qualitative research method derived from the theory of Strauss and Corbin (1998), this article examines and presents the green marketing model in Snowa Company. The sample size for interviewing experts was finalized in the framework of theoretical saturation, and the foundation data theory strategy including open, central and selective coding and also the basic model of this theory was used to develop the model extracted from the article. The findings led to the identification of causal conditions, contextual conditions, intervening conditions and evaluation dimensions to present the green marketing model. The results of the research showed that the effective causal factors in green marketing include: ecological changes, the state of green economy, changes in technology and marketing, attention to the development of sustainable capital. Also, the effective strategic factors of the green marketing strategy and the formation of the green committee to preserve the environment and develop sustainable marketing and strategic planning and evaluation and paying attention to the customer's needs are appropriate to the situation. Also, the effective consequences include social and environmental sustainability and optimal performance and efficiency of green marketing and development of social sustainability and development and prosperity of green interactive economy and quality in innovation of green products.