فهرست مطالب شراره هزارخوانی

Organic agriculture is known as an insight and system of production of agricultural products that emphasizes the production of healthy products. In this regard, the current research has been conducted with the aim of presenting an innovative marketing model of organic products with a future research approach. From the point of view of the goal, this study is a fundamental research that was conducted with the qualitative research method and based on deductive-inductive reasoning. The statistical population of this research was theoretical experts (professors of marketing management) and experimental experts (managers of knowledge-based companies in the agricultural sector). Sampling was done in a non-probability and purposeful way. The data collection tool was interview. To analyze the expert interviews, the prospective research method was used and the relevant indicators were identified and finally the final model of the research was presented. Research data analysis was done with TI Atlas software. Based on the results of the research, economic drivers, laws, politics, subsidies, construction and rental, environmental and health as influential variables, location drivers, social, personnel, innovative productions as independent variables, cultural drivers, special services, competitors , exchange rate and inflation and planning services as linked variables and influential drivers of export, strategy, physical services, direct advertising, skill training, job satisfaction and young customers as influential variables

The current research was carried out in order to design a mixed model of marketing organic products with a value-oriented approach. The research method was conducted qualitatively and based on the foundational data theory. The statistical population will be managers of companies producing organic products and experienced experts. The number of samples is selected in a targeted manner and to the extent of theoretical saturation or sufficiency from the mentioned statistical population. 10 people were investigated as a statistical sample. The result of these interviews was a set of primary themes that were collected during the process of open coding and categories were extracted from them. The results obtained from the experts' opinions are the marketing model of organic products with a value-oriented approach. In the section of causal conditions, concepts such as human resources management policy, information, innovation, responsibility are very important. In the context of consumers' cultural and moral attitude, consumers' trust in the organicity of the product, consumers' awareness, social responsibility are key concepts. The components of appropriate transportation and gaining trust were the most important strategies identified in this research. The components of improving consumer attitude, spreading the culture of using green products, reducing environmental risks, preserving resources, self-reliance, feeling needed in the consumer, improving competitive advantage over non-organic products were among the most important outcomes identified in this research. The results of this research can be used by companies active in marketing these products to promote and develop organic products.