جستجوی مقالات مرتبط با کلیدواژه "بازاریابی سبز" در نشریات گروه "مدیریت"

The purpose of this study is to identify the environmental issues of green marketing and sustainability in various industries, especially the CNG industry, which is relevant in economic, social, and environmental fields. Finally, an attempt has been made to provide a summary of green and sustainable marketing models and factors. The research is applied in terms of purpose and terms of descriptive-exploratory method based on review articles. In this review study, which was conducted in 1401, articles indexed in ProQuest, SID, Mogiran, Avid, Irandoc, Science Direct, Francis Taylor, Emerald, Cornes, Springer, Google Scholar, and Scopus databases were used. The collection of reviewed articles included 61 articles (from 16 different countries) that included qualitative and quantitative research related to the last 15 years (from 2007 to now) in Persian and English languages. Researches that had unclear sample size and method of implementation, or were only conducted on marketing or sustainability, were excluded from the study process. Also, articles whose full text was not available were excluded from the study. The findings of the research indicate that the spread of environmental waste throughout industries and the creation of various environmental damages emphasize the necessity of trying to find solutions to provide the best possible services.

The purpose of this study is to design a green marketing model in startups in the field of medical services. This research is applied in terms of purpose and descriptivesurvey in terms of data collection. The study population includes the services of five startups in the field of medical services, including applications (Hal, Humka, Pezeshket, Home Visit, and Elevator). After conducting exploratory and preliminary studies, the factors and components through thematic analysis and by a researchermade questionnaire that has been considered by experts and after obtaining qualitative and quantitative supervision based on the relevant statistical methods of analysis, finally the consensus of the elites has been reached in accordance with the model, components and combination of factors. In the qualitative part, the code was extracted in thematic analysis using MaxQDA software and in the quantitative part, Smart PLS software was used for factor analysis. This research was conducted according to the number of 187 primary codes, of which open codes and 15 axial codes were formed. The findings of the research showed that (green economy development, green technology transformation, mixed marketing tools, green humanitarian activities, green promotion, green marketing strategy, environmental sustainability, green customer needs, green label, legal pressures, green marketing audit, green product development, green branding, social marketing, interactive marketing) have a significant effect on the green marketing of startups. The results showed that the components of green marketing help to better understand the use of green marketing for startups in order to identify the components of green marketing and be able to have a more competitive and environmentally friendly environment.

Green marketing has paid the attention of organizations due to the increase in environmental concerns and the pressure of interested parties for an attractive strategy.The aim of this research is to identify the factors affecting green marketing in the hotel industry.The research method is qualitative.The statistical population of the research was 10 university and hotel experts.Data were collected through in-depth semi-structured interviews and literature review.Data analysis was done based on the grounded theory approach, which includes open, axial and selective coding. The validity of the questionnaire was measured and confirmed by experts and its reliability through Cronbach's alpha.Convergent validity of AVE is adequate for all research constructs.Finally,by communicating between the categories, the research paradigm model was presented,including 18 factors affecting green marketing and 69 concepts.The value of the Kappa coefficient is equal to 0.696, which indicates the validity of the agreement level of the model.The factor of green product (green hotel) was determined as the main phenomenon.The results of the research show the effect of green product,behavioral response of customers,ecological literacy,trust and green marketing mix on corporate image,motivation and improvement of hotel performance.Also,the category of trust was identified as an intervening factor and the most important factor affecting green marketing.

The current researcher presents the strategic model of the green brand to achieve the success of competitive components in the food industry, which is done by a combined (qualitative-quantitative) method.

In this research, in the qualitative phase, using open codes, axes and selection were used, and experts in the food industry, including managers and equipment of Kaleh Company, were selected as samples. Data collection tool in the quantitative part, Excel and SMS software are used.

The findings of the research include 10 dimensions (available resources, innovations, strategies, capabilities, requirements, research and development, facilities and equipment, value creation, entrepreneurship and cost leadership), 6 components (human and support resources, social capital and behavior organizational culture and .performance and opportunities) and 88 indicators were identified.

Companies that follow green marketing (especially Kaleh Food Industry Company), try to use company processes and marketing methods to balance environmental, economic and social dimensions to ensure long-term development, to attract customers and Use participation in society. The fit of the model was calculated through the GOF model as the geometric mean of R2 and the mean of sharing, which has a value of 0.830, it showed that the model was favorable and as a result, the overall model was confirmed.
Also, the comparison of the research results with the research conducted in this field shows that the results of the research are consistent with the conducted research

This study examined how Small and Midsize Enterprises (SMEs) in Gilan Province fostered environmental sustainability through a green marketing strategic orientation, with absorptive capacity and green innovation serving as mediating factors. Utilizing a quantitative approach, the research applied Structural Equation Modeling (SEM) to analyze the data collected from 384 managers and employees of SMEs using a validated and reliable standardized questionnaire. The findings indicated a positive relationship between green marketing strategies, the capacity to absorb green knowledge, and the adoption of green innovation, all of which enhanced environmental sustainability within SMEs. The study underscored the necessity of integrating environmental considerations into the strategic resources and internal processes of SMEs to improve environmental performance and competitiveness. It also advocated for the development of employees’ green knowledge and skills to bolster their absorptive capacity and promote green innovation. By aligning their strategic orientation with environmental sustainability, SMEs can achieve a competitive advantage while fostering greater environmental awareness and responsible behavior among both companies and customers. This research contributes to the existing literature on green marketing and sustainability within the SME sector.

Considering the necessity and importance of green marketing in today's environmental conditions and the competitive arena of tourism, as well as the consequences of perceived greenwashing, the present research has identified solutions for the reduction of perceived greenwashing and immunity from related charges for the marketers of tourism green accommodations.

In this regard, in-depth interviews with experts were used, sampling was done in a targeted manner and continued until saturation was reached. Data analysis was also done by grounded theory method.

The findings of the research showed that the general solutions in this field are: honesty and proportionality in action and claim, transparent presentation of green information, and ensuring the accuracy of tourist perceptions, each of which includes subcategories and relevant indicators.

Therefore, according to the solutions presented, it is necessary for green marketers, in addition to avoiding any kind of greenwashing and making the necessary evidence available to verify the validity of the claim, to also examine the perceptions of tourists in this regard, and in order to resolve any possible misunderstandings try.

Following the mentioned strategies can be a guide for green accommodation marketers (in presenting more effective and honest green claims and protecting real green accommodation in the face of accusations of greenwashing and its consequences) and a basis for future research.

The purpose of this research is to identify the determining factors of green product branding, a model for Iran's food industry. The research method is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation method, and survey-exploratory in terms of data collection method. The statistical population of the research in the qualitative part includes 15 managers of green brand food companies with master's and PhD educations in the field of management, agriculture and entrepreneurship, as well as professors of business management and environment at the university, who were selected for an interview by means of judgmental sampling. The statistical population in the quantitative part is the consumers of green products in the food industry; 384 people were selected using available sampling and answered the questions of the questionnaire. Interviews and questionnaires made by the researcher and taken from the qualitative section were used to collect information. In the qualitative section, the data obtained from the interviews were coded and analyzed in three main stages: open coding, axial coding, and selective coding. In the quantitative section, SPSS software was used for analysis and PLS was used for structural equations. The results in the qualitative section showed that 214 open codes, 85 concepts and 26 subcategories were identified and extracted from the conducted interviews. The results in the quantitative part showed that the model has a suitable fit and can be used for branding green products in the country's food industry.

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.

The purpose of this research is to design a green marketing model for Iran's oil industry (an industry with high emissions, as the engine and driver of the country's development) based on general environmental policies. The strategy of this research is qualitative and based on grounded theory. The statistical population of the research is made up of managers of companies under the Ministry of Oil and marketing professors of universities. Purposeful and snowball sampling was used to select the sample, which was achieved based on the saturation rule by conducting 18 interviews. Data were analyzed using Strauss and Corbin coding method and MaxQda software. Based on the paradigm model of the research, it was concluded that government support, green human resources and corporate social responsibility are the basic factors effective on green marketing and the emotional intelligence of managers has a strategic role in implementing this method of marketing. Of course, it should be kept in mind that potential competitive capacities play an intervening role in this relationship and green corporate culture also provides background conditions. Through the managers' green emotional intelligence, it is possible to achieve consequences such as improving the design, production and distribution of green products, the productivity and profitability of the company, and the satisfaction of customers and stakeholders.

The purpose of this research is to investigate the relationship between internal green marketing dimensions and service quality in the banking industry. In terms of purpose, this research is an applied one and in terms of research method, it is a descriptive-casual one. The research population includes all employees of Bank Saderat Iran branches in Gilan province. Using Cochran's formula, 179 employees of bank branches were selected by simple random sampling. The questionnaire used was taken from the study of Akroush et al. (2013). In order to analyze the research model, structural equation method was used using LISREL 8.53 software and SPSS 18 software was used in the descriptive statistics section. The findings showed that the two components of internal green marketing, including employee recruitment and internal relationships, due to the lack of attention to professional standards in recruiting and hiring employees, as well as the inability of managers to promote person-to-person communication between individuals and groups, have no relationship. with the quality of service in Bank Saderat Iran branches of Gilan province. However, other factors including training, motivation, job security and employee retention are related to service quality. Generally, managers concerned with monitoring and improving external customer satisfaction should develop the competencies of employees to act as "part-time" marketers for the organization. Therefore, managers' awareness of the motivations and reasons for employees' behavior and creating favorable conditions to respond to these motivations can motivate employees in line with the organization's goals, and this also provides managers with a subtle insight into the competitive advantage based on the environment.

Environmental pollution resulting from human production and consumption is one of the issues widely recognized by organizations in this field as a threat to humanity. Today, with the increase of customers' awareness of environmental concerns, this issue has become so important that, in recent decades, it has attracted the attention of many scientific and political groups. These growing concerns have caused companies to shift their marketing strategies towards green marketing. Green marketing is a very important tool to attract customers who are environmentally friendly and seek to buy products that are environmentally friendly. Through green marketing, companies gain a competitive advantage over irresponsible companies. Along with the companies that are determined to provide environmentally friendly products and consider this as their duty and social responsibility, there are certain companies that try to deceive customers just by claiming to produce a green product. This issue is a challenge to cope with. In fact, some companies have used methods such as greenwashing to mislead consumers to have the benefits of the claim that they pay attention to environmental issues.
This research is based on a combination of qualitative and quantitative approaches under an inductive paradigm. It is applied in terms of purpose and sequential exploratory in terms of nature and method. The statistical population of the study consisted of 25 marketing managers and business management professors selected based on the principle of theoretical adequacy and using a purposive sampling method. In the qualitative section, a semi-structured interview was used to collect the data, and its validity and reliability were confirmed using the CVR coefficient and the Kappa-Cohen test. The data obtained from the interview were analyzed with the Atlas.ti software and a content analysis method. Through coding, the antecedents and consequences of greenwashing were identified. In the quantitative part, the Delphi questionnaire was used to collect the data, the validity and reliability of which were confirmed by content validity testing and retesting. Also, using the fuzzy Delphi method, the prioritization of the antecedents and the greenwashing consequences was done to identify its most important factors and consequences.
The results of the present study consist of qualitative and quantitative findings. In the qualitative part, ten factors were identified as the antecedents and factors that create the brand greenery in the food industry. According to the findings, these factors are include the superficiality and ignorance of the society about green products, increasing profitability, competition pressure on industries, attracting the attention of stakeholders, social media pressure, government rules and regulations, raising the company's reputation, facilitating of entering new and global markets, covering the weaknesses in the green activities, and democratization of managers. The research findings also show that the benefits of brand greenwashing include ten factors. They consist of endangering the entire market, reducing green customer satisfaction, reducing customer trust in green brands, negative word of mouth advertising, elimination from the competition, reducing green buying intentions, customer’s devaluation of the company, negative image in the public mind, decline in the popularity of green products, and the loss of customer loyalty. The findings of the quantitative part of the research include prioritizing brand pre-washing and post-greens. The findings of the quantitative part of the research show that the increase of the company’s profitability and reputation and social media pressure are the most important antecedents or factors that cause brand greenery. Factors such as reduced customer trust in green brands, negative word of mouth advertising and reduced green customer satisfaction are the most important consequences of brand greenery.
Greenwashing gives consumers the feeling that the organization is taking the necessary procedures for responsible environmental management. Increasing competition, resource scarcity, population growth, environmental pollution, the need to produce ecological products and green business activities have forced companies to integrate environmental issues with marketing efforts and strategies. Therefore, one of the topics discussed a lot regarding environmental issues is green marketing. Green marketing seeks to open up a vision for marketing that is environmentally, socially and economically sustainable. In the meantime, some companies have taken measures to reduce the final effects that they can have on the environment. In these measures, companies carry out their activities in the production, distribution, promotion and pricing of products in such a way as to minimize environmental damage and lead consumers to environmentally friendly behavior. Many companies, however, are not able to take these steps to offer environmentally friendly products. On the other hand, they cannot ignore the special benefits of green marketing, so they try to reap the benefits of greenwashing.

The insurance industry is vital in the country that is affected by green marketing. However, there is no accurate information on the green marketing situation in the country's insurance industry. This research has been tried to identify the main criteria of green marketing evaluation to provide a model for a green marketing audit. In this regard, first, the main criteria were identified and approved by experts through a questionnaire. The final framework consists of 24 sub-criteria that are classified into ten criteria. Then, by using the fuzzy DEMATEL method, the internal relationships between the criteria and the hierarchical analysis method, each criterion and sub-criteria's final weight are obtained. According to the results, among the causes, the criterion of mission has the greatest effect on all criteria and takes the least effect from other criteria. So, this criterion has the most stimulus role, and by optimizing it, we can expect the optimization of other factors. The green sales factor is also strongly influenced by other factors and is optimized by optimizing other factors. Also, the criterion of the mission with an effective weight of 0.23 is the most important, and the criterion of green design with an effective weight of 0.024 is the least important

Numerous environmental challenges and issues have emerged, including the exacerbation of environmental pollution, particulate matter concerns, and problems related to water and air pollution. These challenges also extend to jeopardizing food security and pollution resulting from electronic waste disposal. In response to these issues, along with the intensifying pressure of public regulations and competition among a wide range of organizations, there is a growing need to prioritize environmental matters and consumer health. Organizations are increasingly recognizing the importance of balancing these concerns with their traditional focus on profit and sales. Along with the companies that are determined to provide environmentally friendly products and consider this to be their duty and social responsibility, some companies try to deceive customers by claiming to produce green products. Some companies have used methods such as greenwashing to mislead consumers to benefit from the benefits of this claim by claiming to pay attention to environmental issues. The present research was conducted to present a model of the formation of the phenomenon of brand greenwashing in Iranian organizations. This study utilizes a mixed-method approach, combining both qualitative and quantitative methods within the inductive paradigm. In terms of its purpose, it adopts an inductive approach, while in its nature and method, it follows a sequential exploratory design.

The research's statistical population consisted of 15 marketing management professors from Iranian universities, all of whom specialized in the field of marketing and had published articles related to social marketing. The selection of participants followed the principle of theoretical adequacy, employing a purposeful sampling method. In the qualitative part, a semi-structured interview was used to collect data, the validity and reliability of which was confirmed using the CVR coefficient and the Kappa-Cohen test, and the data obtained from the interview were analyzed using the Atlas.ti software. The theme was analyzed based on coding. The indicators and components of brand greenwashing were identified from the codes obtained from these interviews. In the quantitative part, a pairwise comparison questionnaire of the interpretive structural approach was used to collect data, and its validity and reliability were confirmed using content validity and retesting, presented using the interpretive structural method of the greenwashing brand model.

The study's findings reveal the indicators and components of brand greenwashing and propose a five-level model to describe brand greenwashing. In the proposed model, the fifth level encompasses weaknesses or the absence of transparent laws, the presence of ambiguous regulations, pressures from both internal and external stakeholders, stringent standards, and a general lack of transparency. In the research model, the fourth level encompasses the creation of space for extensive media claims, the emergence of negative word-of-mouth advertising, legal restrictions for non-green products or practices, the imperative of documenting green claims, and strategies aimed at undermining competitors. The lack of mechanisms for evaluating green claims, covering the real weaknesses of green, superficiality and ignorance of customers about green activities, and brand deception form the third level of the developed model. magnifying and exaggerating the performance, creating an atmosphere of green mistrust, the short-term horizon of the brand, and taking advantage of the benefits of being green constitute the second level of the model. At the first level of the model, factors such as changes in customers' consumption patterns, the utilization of green laws for financial gain, the reduction of the company's long-term value, and the brand's weak performance are recognized.

The results indicate that companies are trying to convince their stakeholders to obtain financial resources (profitability) with the help of the greenwashing approach. Also, the results show that brand washing will ultimately lead to poor performance and a decrease in the value of the company in the long run. Based on the recorded findings, the obtained model suggests that the fifth level termed the foundational level, exerts the most significant influence on the subsequent levels of the model: the fourth, third, and second levels. These levels interact with their preceding ones and impact the following ones. Ultimately, the first level, known as the outcome level, is recognized as the most influential within the model.

Despite the importance of the issue of green marketing challenges in small and medium businesses, little research has been done to summarize and analyze the scattered content of this field. The purpose of this research is to analyze the challenges of green marketing in small and medium businesses.

The upcoming article with a qualitative approach and using the meta-combination method, the seven-stage model of Sandelowski and Barroso examines the issue of what challenges there are for the development of green marketing and what are the solutions to face it. Based on this, the articles published in reliable domestic and foreign scientific databases until 2023 were identified and searched, then they were classified and categorized based on the logic of open coding and coding based on sociological structures.

The findings of this study led to the identification of 68 concepts, which were categorized into 12 categories. Finally, the results of the analysis were presented in the form of an analytical model.

Green marketing challenges in small and medium-sized enterprises are affected by the nature of activity and activity environment at three levels: Enterprise level challenges (paradigm-informational-communication-standardization-innovation-marketing-functional) industry/market challenges (industry and market balance) And macro-environmental challenges (environmental-legal-consumers) can be divided, which play a role at a level of independent or intertwined effects. Based on the findings, the improvement of the green marketing situation in small and medium businesses depends on the cooperation and coordination of all three levels of the company, industry/market and macro environmental variables.

Customer relationship management is a strategic necessity in all organizations. The attitude and approach of many organizations to customer relationship management is from the point of view of technology. Customer relationship management is a competitive advantage for organizations. Today, companies and organizations are forced to include issues related to environmental protection in their activities and even in their marketing in order to satisfy the needs of customers and communicate more with them, and act on social responsibility and protect the rights of consumers. to use Green marketing refers to those activities and products that develop and improve pricing, promotion and distribution of goods that do not harm the environment. Therefore, organizations have tried to outdo each other by planning and implementing environmental protection activities in sync with the needs of people, because traditional marketing that overemphasizes the demands of customers and social welfare and environmental issues. It did not consider biology, it had lost its efficiency. Currently, issues such as dynamism and intensity of competition, increased concerns and awareness of consumers regarding the environment, as well as government regulations have caused commercial organizations to pay special attention to things such as the physical and mental health of consumers and the cleanliness of the environment. This issue encourages the use of green marketing. In this research, we intend to first examine the key concepts of the project and then we will review the research done in this regard, then we will examine the role of green marketing in customer relationship management.

Health tourism with the aim of paying attention to health and traditional or modern treatments are growing in the present era. On the other hand, it needs a good marketing strategy for further development. Due to the high capacity of Kerman province in natural resources and appropriate health tourism, it is necessary to discuss its marketing. Therefore, the purpose of this study is to explain the structural-functional green marketing on the development of health tourism in Kerman province. The present study is a descriptive-survey research. The statistical population is active in the field of health tourism active in the science, technology and health parks of the province. Using random sampling method and Cochran's method, finally a semi-structured questionnaire with Likert scale was distributed among 117 people. The reliability of the research tool with Cronbach's alpha for each variable has been confirmed. Data analysis was performed using structural equation modeling with partial least squares approach in Smart PLS 3 software using path coefficient, effect coefficient, T coefficient, etc. According to the results, the effect of profit and loss worries with a coefficient of 0.66, social responsibility with a coefficient of 0.4, negative environmental effects with a coefficient of 0.007 and finally the level of income with a coefficient of 0.005 on health tourism were accepted. Thus, green marketing can lead to further development of health tourism. As a result, it can be said that more attention to green marketing can affect the development of health tourism in the province and ...

Demonstrating social responsibility in companies' business activities is equally valuable for advancing social and business goals. The aim of this study was to present the model of corporate social responsibility in the field of green marketing from the perspective of consumers of organic products. The research is qualitative and the research method is based on data. The tool used to collect the data was an interview. The statistical population of the study included managers and experts of companies producing organic products with a social responsibility and green marketing approach. The theoretical method was used for sampling until the theoretical saturation was reached and finally 14 people were interviewed. Data analysis was performed through coding in three stages open, axial, and selective coding. From the results of data coding, 83 concepts, and 26 categories were identified. The research model according to the dimensions of the data-based approach, causal conditions (acceptance of social responsibilities, social culture, public acceptance of social activities, health orientation in business, and responsibility of community members), the main phenomenon (healthy production, environmental protection, implementation of social responsibility, environment-based marketing And social marketing), contextual conditions (business environment, customer's brand image, trust in organic brands and affiliation with organic brands), intervening factors (adherence to ethics, customer payments and value of organic products), strategies (respect for stakeholders' rights, Customer relationship management, green marketing development, social action transparency, and brand equity) and outcomes (improved green and organic purchasing, customer satisfaction, sustainable business development, and business success) were presented.

It is not more than three decades that green marketing approaches have attracted the attention of scientific communities. It is clear that not paying attention to green approaches by industries will bring many problems and costs to society and the environment. This research aims to determine the place of green approaches in the proper functioning of food industries. The main goal of this research is to determine the role of green marketing approach in strengthening the name and brand of food industries. In order to achieve the above main goal, a questionnaire was designed and distributed among 394 students (the sampling method in this research is simple random and the determination of the sample size related to the statistical population is based on the Cochran sampling equation) and the data and information collected through the questionnaire, after review and study, were analyzed with the help of SPSS statistical software. To analyze the data in this research, T-test methods are used (to check the level of convergence or whether or not the average of a sample is the same as the average of the population) and the Friedman test (to prioritize the factors). The findings of the research indicate that the hypotheses of the research have been confirmed. In other words, reducing waste production, using nature-friendly materials, reducing environmental pollutants, reducing energy consumption, and using green packaging in the production process will strengthen the brand power of industries. It becomes food.

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.