Providing a Model for Developing the Market of Healthy and Organic Food Products in Kermanshah Province; Applying a Qualitative Approach to Grounded Theory

The main purpose of this research was to providing a model for developing the market of healthy and organic food products in Kermanshah province. The approach governing the present research was conducted qualitatively using the grounded theory method. The study population of this research included all key informants in the field of the researched subject in Kermanshah province. Purposeful snowball sampling was used to select participants. Sampling continued until theoretical saturation was reached. In this research, theoretical saturation was achieved by examining 12 participants from the mentioned society. Data collection tools included in-depth and semi-structured interviews, field notes taking, and in some cases group discussions. In order to process the data, a three-step coding method was used in the qualitative part. The results of the study showed three categories of causal conditions (including cognitive factors, behavioral-motivational factors, management factors), contextual conditions (including infrastructural-technological factors, cultural factors and the economic status of the target community) in the development of the healthy and organic products market of the food industry units of Kermanshah province, and intervening conditions (including political-legal factors and regulatory factors) are involved. Also, according to the results, the adopted strategies were categorized into three categories (including marketing factors, advertising and information methods, and trust building and accountability factors) that had consequences (such as economic, social and environmental). In the end, practical suggestions were presented based on the findings.