Modeling Social Responsibility in the Field of Green Marketing of Organic Products with an Emphasis on Brand Attachment

Document Type : Research Paper

Authors

1 Ph.D. Candidate, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

2 Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran , Iran

3 Associate Professor Department of Industrial management, Rasht Branch, Islamic Azad University, Rasht , Iran

Abstract

The aim of this study was to present the model of social responsibility in the field of green marketing of organic products with emphasis on brand dependence. The research is qualitative and the research method is based on grounded theory. 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 of open, axial and selective coding. From the results of data coding, 83 concepts and 26 categories were identified. Research model was presented according to the dimensions of the grounded theory approach, i.e. causal conditions (5 factors), main phenomenon (5 factors), contextual conditions (3 factors), intervention factors (3 factors), strategies (6 factors) and consequences (4 factors).

Keywords

Main Subjects

References

اشرف‌طالش، سیدهادی.؛ فرساد امان‌الهی، غلامرضا. و کیقبادی، امیررضا.(1400). رتبه‌بندی متغیرهای زیست‌محیطی و مسئولیت اجتماعی بر ارزش بازار شرکت‌ها بر اساس تکنیک FAHP، مجله مدیریت توسعه و تحول، 45، 127-146.
دارایی، ایوب.؛ اکبری، مهسا. و موسویکاشی، زهره.(1400). بررسی عوامل موثر بر ارتباط میان بستهبندی سبز با وابستگی برند سبز، فصلنامه علمی-پژوهشی تحقیقات بازاریابی نوین، 11(3)، 45-66.
رضائی، فاطمه.؛ هنری، حبیب.؛ غفوری، فرزاد. و آقایی، توحید.(1401). تاثیر محرکهای بازاریابی سبز بر عملکرد اماکن ورزشی با میانجیگری مسئولیت اجتماعی، فصلنامه علمی مطالعات بازاریابی ورزشی، 3(1)، 147-171.
صدیقیکراده، سارا.؛ ابراهیمی، ابوالقاسم. و امینی، علیرضا. (1401). ارائه مدل محتوایی عدم مسئولیت‌پذیری‌ اجتماعی مؤثر بر تنفر از برند (مورد مطالعه: صنعت بانکداری ایران)، نشریه مدیریت برند، 9(2)، 24-35.
غیاث‌آبادی فراهانی، مریم.؛ غفاری‌آشتیانی، پیمان.؛ شبابی، هومن. و قبادی، بهروز. (1400). تاثیر توانایی نوآوری فناورانه‌ای سبز بر رقابت‌پذیری شرکت با تاکید بر نقش میانجی تمایز محصول (مطالعه‌ی موردی: صنایع نفت، گاز و پتروشیمی)، ماهنامه علمی اکتشاف و تولید نفت و گاز، 186، 40-47.
محمدی، امید.؛ پیرزاد، علی. و موسوی، سید نجمالدین. (1401). طراحی مدل توسعهای بازاریابی سبز برای محصولات ارگانیک، مجله مدیریت بازاریابی، 17(54)، 131-149.
Alabdali, N. H. (2019). Factors affecting the application of the concept of green marketing: An empirical study in Saudi Food Industry Companies, International Journal of Business and Social Science, 10(6), 43-53.
Ansar, N. (2018). Impact of green marketing on consumer purchase intention, Mediterranean Journal of Social Sciences, 4(11), 650-655.
Ashraf Talesh, H.; Farsad Amanollahi, Gholam Reza. &  Keyghobadi, Amir Reza. (2021). Ranking of environmental variables and social responsibility on the market value of companies based on FAHP Technique, Journal of Development Evolution Management, Vol. 13, I. 45, PP. 127-146. (In Persian)
Charter, M. & Poloneski, M. J.(2015). Greener marketing:  a global perspective on greening marketing practice, Routledge Taylor & Francis Group.
Chen, Y. J. & Chen, T. H. (2019). Fair sharing and eco-efficiency in green responsibility and green marketing policy, International Journal of Production Economics, 217, 232-245.
Daraei, A.; Akbari, M. Mousavi Kashi, Z. (2021). The relationship between green packaging and green brand attachment with the mediating roles of green trust, green brand attitude, and green brand image, New Marketing Research Journal, Vol. 11, I. 3, PP. 45-66. (In Persian)
Di Giuli, A. & Kostovetsky, L. (2015). Enhance Are red or blue companies more likely to go green? Politics and corporate social responsibility, Journal of Financial Economics, 111(1), 158-180.
Folasayo, A. M.(2019). Green marketing and perceived corporate image: A study of fast moving consumer goods in Lagos State Nigeria, International Journal of Academic Research in Business and Social Sciences, 9(7), 202–224.
Franklin, D. (2008). Just good business, A special report on corporate social responsibility, London: Economist Newspaper.
Hilson, A.; Hilson, G. & Dauda, S. (2019). Corporate social responsibility at African mines: Linking the past to the present, Journal of Environmental Management, 241, 340-352.
Kardos, M.; Gabor, M. R. & Cristache, N.(2019). Green marketing’s roles in sustainability and ecopreneurship. Case study: green packaging’s impact on Romanian young consumers’ environmental responsibility, Sustainability, 11(3), 1-13.
Lam, J. S. & Li, K. X. (2019). Green PORT marketing for sustainable growth and development, Transport Policy, 84, 73-81.
Levi. (2016). Green marketing strategies: an examination of stakeholders and the opportunities they present, Journal of the Academy of Marketing Science, 39(10), 158-178.
Mohammadi, O.; Pirzad, A. & Mousavi, S. N. (2022). Designing a green marketing development model for organic products, Journal of Marketing Management, Vol. 17, I. 54, PP. 131-149. (In Persian)
Moyo, T.; Knott, B. & Duffett, R.(2021). Exploring the relationship between Corporate Social Responsibility and the marketing performance of professional sports organizations in South Africa, Sport in Society, https://doi.org/10.1080/17430437.2021.1945035.
Panda, T. K.; Kumar, A.; Jakhar, S.; Luthra, S.; Garza-Reyes, J. A.; Kazancoglu, I. & Nayak, S. S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism, Journal of Cleaner Production, 243, 1-11.
Papadas, K. K.; Avlonitis, G. J.; Carrigan, M. & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage, Journal of Business Research, 104, 632-643.
Rezaei, F.; Honari, H.; Ghafouri, F. & Aghayi, T. (2022). The effects of green marketing drivers on the Performance of sport facilities with the mediating role of social responsibility, Journal of Sport Marketing Studies, Vol. 3, No. 1, PP. 147-177. (In Persian)
Sanclemente-Tellez, J. C. (2017). Marketing and corporate social responsibility (CSR). Moving between broadening the concept of marketing and social factors as a marketing strategy, Spanish Journal of Marketing - ESIc, 21, 4-25.
Sedighi Keradeh, S.; Ebrahimi, A.  & Amini, A. (2022). Developing a content model of social irresponsibility influencing the brand hate (case study: Iranian banking industry), Journal of Brand Management, Vol. 9, I. 2, PP. 79-114. (In Persian)
Simao, L. & Lisboa, A. (2017). Green marketing and green brand – The Toyota case, Procedia Manufacturing, 12, 183-194.
Su, L.; Lian, Q. & Huang, Y. (2020). How do tourists' attribution of destination social responsibility motives impact trust and intention to visit? The moderating role of destination reputation, Tourism Management, 77, 1-13.
Su, L. & Swanson, S. R. (2019). Perceived corporate social responsibility's impact on the well-being and supportive green behaviors of hotel employees: The mediating role of the employee-corporate relationship, Tourism Management, 72, 437-450.
Suki, N. M.; Suki, N. M. & Azman, N. S.(2016). Impacts of corporate social responsibility on the links between green marketing awareness and consumer purchase intentions, Procedia Economics and Finance, 37, 262-268.
Sung, K.; Tao, C. W. & Slevitch, L. (2020). Restaurant chain’s corporate social responsibility messages on social networking sites: The role of social distance, International Journal of Hospitality Management, 85, 1-11.
QiyasAbadi Farahani, M.; Ghafari Ashtiyani, P.; Shababi, H. & Ghobadi, B.(2021). The effect of green technological innovation ability on the company's competitiveness with emphasis on the mediating role of product differentiation (case study: oil, gas and petrochemical industries), Scientific Monthly Oil and Gas Exploration and Production, 186, PP. 40-47. (In Persian)
Valand, Y. K. R. & Lau, Y.B.L. (2018). Antecedents of green purchases: a survey in China, Journal of Consumer Marketing, 17(4), 338-357.
Vertcic, A. T. & Coric, D. S. (2018). The relationship between reputation, employer branding and corporate social responsibility, Public Relations Review, 44(4), 444-452.
Widyastuti, S.; Said, M.; Siswono, S. & Firmansyah, D. A. (2019).  Customer trust through green corporate image, green marketing strategy, and social responsibility: A Case Study, European Research Studies Journal, XXII(2), 83-99.
Xie, C.; Bagozzi, R. P. & Gronhaug, K. (2019). The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences, Journal of Business Research, 95, 514-530.
Zameer, H.; Wang, Y. & Yasmeen, H. (2020). Reinforcing green competitive advantage through green production, creativity and green brand image: Implications for cleaner production in China, Journal of Cleaner Production, 247, 1-42.

Files

Share

How to cite

Statistics