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Identifying the Antecedents and consequences of sustainable green marketing strategies for Eco- friendly products
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Sajjad Jabbar Hamdan   , Hossein Rahimi Koluor *1 , GHasem Zarei , Mohammad Bashokouh Ajirlou |
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Abstract: (39 Views) |
This research aims to identify the determinants and outcomes of a sustainable green marketing strategy model for environmentally friendly products in the Iraqi food industry. This is achieved through the development of an explanatory model based on Grounded Theory. The study employed a qualitative approach, collecting data through semi-structured interviews with 15 experts in marketing and the food industry. These experts possessed at least 15 years of practical experience and were selected using purposive sampling to ensure theoretical saturation. The data were analyzed using open, pivotal, and selective coding, enabling the development of the study's conceptual model. The results identified four main atencedents of sustainable green marketing strategies: organizational factors, market dynamics, environmental and legal factors, and stakeholder support. The central phenomenon in sustainable green marketing was identified as the mechanism linking these determinants to the outcomes. The study also demonstrated that implementing sustainable green marketing strategies leads to a range of significant outcomes, including impacts on behavior and culture, organizational and economic aspects, environmental and social aspects, and brand building. The research presents a qualitative model that explains the mechanism for adopting sustainable green marketing strategies in the food industry sector, and contributes to enriching the scientific literature by providing a theoretical and applied framework that companies and decision-makers can use to develop sustainable marketing practices and enhance the competitiveness of environmentally friendly products in Iraq.
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| Keywords: Sustainable green marketing, Eco- friendly products, food industries. |
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Full-Text [PDF 1776 kb]
(23 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2023/12/12 | Accepted: 2024/06/14 | Published: 2024/06/19
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