نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
2 دانشیار گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
3 دانشیار گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
4 دانشیار گروه مدیریت صنعتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
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 of 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.
کلیدواژه‌ها [English]
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