nazanin hakimifar

Despite the increasing consumers’ environmental concerns, these concerns are not in line with their actual shopping behaviors. Therefore, to achieve sustainable development, we should focus on sustainable consumption instead of focusing solely on production. Relying on the qualitative research strategy, this study tries to design and validate substantial green consumer behavior using nudge theory. First, in-depth interviews were conducted with Iranian managers and professors who are active in green consumer behavior and green productions issues. The result was coded and categorized using the data theorizing method of the foundation in MAXQDA software. In the next stage, the questionnaire extracted from the paradigm model of research, design and distribution among consumers of green cosmetics in the country and 384 items were collected. Total 1321 basic codes, 46 concepts, 11 sub-categories were finalized. Through axile coding, 6 categories were identified including environmental attitudes, consumer innovativeness, personal norms, behavioral intentions, sustainable consumption behaviors, nudge marketing, contextual conditions, intervening conditions, and consequences. The result confirms the relationships between latent variables, confirming the research hypotheses and correctly identifying the components of the relevant model. The results of the study showed that the use of green nudges along to other factors can have a positive and significant effect on satisfaction, purchase of green products and conservation of natural resources without interfering with the right of consumers to choose products. The results can be effective on the strategies of managers and marketers in motivating customers to buy more green products and turning their attitudes into real purchases.

Many studies generally have represented the positive effects of investor relationship management on stock market value creation. The purpose of investor relations is gaining support and understanding via mutual benefit created between stockholders and organization that leads to an interactive and two-way collaboration relationship. Successful companies utilize the relationship marketing management with investors and stockholders as one of the strategies for utilizing sustainable competitive advantage in today's business world. This is the world in which maintaining the current stockholders to reach the goals is essential. In this study relation between active firms in Tehran Stock Exchange Market and its stockholders have been investigated based on the relationship marketing philosophy. In the next step, we have examined the effect of IR management on financial outcomes in the stock. We have adapted a framework proposed by Hofman and his teammate in 2010. A sample with some criteria extracted from The Tehran Stock Exchange database from 2011 to 2015. Multivariate linear regression model we are used within this research for hypothesis testing the cross-sectional data and compound method. The main dimensions in the model are investor relations, relationship marketing, relationship orientation, relationship evaluation, trust, commitment, liquidity stock return and cost of equity capital. Research findings show that there is a positive and meaningful relationship between liquidity and all dimensions of relationship marketing except for relationship evaluation. There is a positive and meaningful relationship between stock return and all dimensions of relationship marketing except for commitment. A positive and meaningful relationship was obtained for relation between reciprocity and cost of equity capital. No evidence was found and theories was not approved for meaningful effect of relationship orientation, relationship evaluation, commitment and trust on the cost of equity capital. As a final conclusion, due to importance of liquidity and stock return in this emerging market, it is beneficial for active companies to pursue dimensions of relationship marketing to manage their relation with the investors with quality.