Commercial Surveys

Commercial Surveys

Designing a Sustainable Marketing Model With a Consumer Behavior Approach in Iran's Automobile Industry

Document Type : research

Authors
1 Ph.D. student of Business Administration - Marketing, Islamic Azad University, South Tehran Branch, Tehran, Iran.
2 Assistant Professor, Department of Business Administration, Islamic Azad University, South Tehran Branch, Tehran, Iran.
3 Assistant Professor, Department of Business Administration, Islamic Azad University, South Tehran Branch, Tehran, Iran
Abstract
Sustainable marketing is the main concern of car industry managers to change consumer behavior in order to achieve the country's sustainable development goals. The main problem of the current research is how to influence the behavior of consumers in the Iranian automobile industry through sustainable marketing. For this purpose, an interpretive method with an inductive approach was used. Also, in terms of the purpose, it is an applied-developmental research, and from the point of view of data collection, it is a non-experimental (descriptive) research. To achieve the goal of the research, a qualitative research design was used. The community of participants includes marketing professors and managers of the country's automotive industry. Sampling was done in a targeted way and theoretical saturation was achieved with 17 people. Semi-structured interview and ISM questionnaire were used to collect data. The coding results of the qualitative part were validated with the Holstein method and Cohen's kappa estimation. The validity of the questionnaire was confirmed by the formal method and the reliability of the questionnaire was also confirmed by estimating the internal correlation coefficient. Analysis and coding of the text of the interviews was done using the qualitative theme analysis method (theme) in MaxQDA 20 software. In the second part, structural-interpretive modeling method and MicMac 6 software were used to determine the relationships of structures and model design. The findings of the research showed that environmental factors, organizational factors, and customer factors affect sustainable infrastructure. Sustainable infrastructure leads to sustainable consumption behavior by influencing sustainable consumption strategy and social responsibility. Sustainable consumption behavior also leads to sustainable marketing by influencing environmental sustainability, economic sustainability and social sustainability.
Keywords

Subjects


Agarwal, B., Rastogi, T., & Gopal, G. (2024). Exploring the nexus between sustainable marketing and customer loyalty with the mediating role of brand image. Journal of Cleaner Production, 14(1),108-119. https://doi.org/10.1016/j.jclepro.2024.140808
Attride-Stirling, J. (2001). Thematic networks: an analytic tool for qualitative research. Qualitative research, 1(3), 385-405. https://doi.org/10.1177/146879410100100307
Azadi, Siamak; Namamian, Farshid; Maroufi, Fakhreddin; Moradi, Alireza. (2023). Providing a framework to explain the components of sustainable marketing using metacombination and Delphi method in knowledge-based companies. Marketing Management, 18(60), 107-121. https://doi.org/10.30495/jomm.2023.73109.2043[In Persian]
Azar, Adel; Khosravani, Farzane; Jalali, Reza. (2019). Research in soft operations. Tehran: Industrial Management Organization.[In Persian]
Azar, Adel; Rajabzadeh; Ali (2021). Applied decision-making, Tehran: Negah Danesh.[In Persian]
Bashokoh, Mohammad, Bahadrinejad, Mohammad; Shafii, Navid. (2023). Presenting a model for sustainable marketing development using digital marketing. Marketing Management, 18(58), 183-198. https://doi.org/10.30495/jomm.2023.71947.2021[In Persian]
Bhukya, R., & Paul, J. (2023). Social influence research in consumer behavior: What we learned and what we need to learn?–A hybrid systematic literature review. Journal of Business Research, 162, 113870. https://doi.org/10.1016/j.jbusres.2023.113870
Bolton, R. N. (2022). The convergence of sustainability and marketing: Transforming marketing to respond to a new world. Australasian Marketing Journal, 30(2), 107-112. https://doi.org/10.1177/18393349211005200
Chauhan, U., & Purohit, T. (2024). Csr and sustainability: a triple bottom line exploration in auto industry. Journal of Research Administration, 6(1), 455-464. https://journalra.org/index.php/jra/article/view/722
Chou, S. F., Horng, J. S., Liu, C. H., Yu, T. Y., & Kuo, Y. T. (2022). Identifying the critical factors for sustainable marketing in the catering: The influence of big data applications, marketing innovation, and technology acceptance model factors. Journal of Hospitality and Tourism Management, 51, 11-21. https://doi.org/10.1016/j.jhtm.2022.02.010
Cohen, J. E. (2013). Statistical Power Analysis for the Behavioral Sciences. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Cuevas-Vargas, H., del Rocío Esparza-Durón, M., & González-Acolt, R. (2022). Sustainable marketing orientation and sustainability performance of Mexican small firms. The moderating role of firm age, 21(4), 376-383. https://doi.org/10.1016/j.procs.2022.11.188
Divandari, Ali; Kimasi, Massoud; Motaghi, Sanam (2023). Identifying and classifying the characteristics of advertising texts focusing on consumer engagement behavior. Business Management, 15(4), 481-505. https://doi.org/10.22059/jibm.2023.348146.4441[In Persian]
‌Dutiful, Hossein. (2020). Identifying factors related to the performance of companies with an emphasis on green marketing programs. Green Management, 1(1), 18-42. https://dorl.net/dor/20.1001.1.28210050.1400.1.1.3.1[In Persian]
Farsijani, Hassan; Deputy Governor, Mohammad Saber; Asgharizadeh, Ezzatullah. (2022). Designing a performance evaluation model with a world-class sustainable production approach in the automotive industry. Research in Production and Operations Management, 13(3), 77-98. https://doi.org/10.22108/pom.2022.133624.1441[In Persian]
Fathi, Mohammad Reza; Khosravi, Abolfazl; Katbi, Behnam; Turabi, Mohsen. (2022). Investigating the impact of sustainable marketing measures on customer loyalty through the mediating role of brand image. Iranian Rubber Industry, 27(107), 75-93. https://www.iranrubbermag.ir/article_167640.html#:~:text=10.22034/IRM.2022.167640[In Persian]
Gleim, M. R., McCullough, H., Sreen, N., & Pant, L. G. (2023). Is doing right all that matters in sustainability marketing? The role of fit in sustainable marketing strategies. Journal of Retailing and Consumer Services, 70, 103124. https://doi.org/10.1016/j.jretconser.2022.103124
Gong, Y., Xiao, J., Tang, X., & Li, J. (2023). How sustainable marketing influences the customer engagement and sustainable purchase intention? The moderating role of corporate social responsibility. Frontiers in Psychology, 14(1), 668-686. https://doi.org/10.3389/fpsyg.2023.1128686
Guba, E. G., & Lincoln, Y. S. (1982). Epistemological and methodological bases of naturalistic inquiry. ECTJ, 30(4), 233-252.
Habibi, Arash; Afridi, Sanam (2022). Multi-indicator decision making. Tehran: Narvan.[In Persian]
Hasan Qalipour, Tahmoures; Pedemar, Shahrad; Haghigi, Mohammad (2022). Factors affecting sustainable marketing in the detergent industry. Iranian Management Research, 26 (115), 227-244. https://dorl.net/dor/20.1001.1.2322200.1401.26.1.9.6[In Persian]
Holsti, O. R. (1969). Content analysis for the social sciences and humanities, Reading, MA: Addison-Wesley.
Hosta, M., & Zabkar, V. (2021). Antecedents of environmentally and socially responsible sustainable consumer behavior. Journal of Business Ethics, 171(2), 273-293. https://link.springer.com/article/10.1007%2Fs10551-019-04416-0
Iraji-Naqander, Ramin. (2023). Examining the factor structure, validity and reliability of the Sustainable Marketing Orientation Questionnaire. Sports Marketing Studies, 4(15), 18-36. https://doi.org/10.22034/sms.2023.62831 [In Persian]
Jung, Y. J., & Kim, Y. (2023). Research trends of sustainability and marketing research: Topic modeling analysis. Heliyon, 9(3), 1-18. https://doi.org/10.1016/j.heliyon.2023.e14208
Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of marketing, 35(3), 3-12. http://dx.doi.org/10.2307/1249783
Kumar, R., & Bangwal, D. (2023). An assessment of sustainable supply chain initiatives in Indian automobile industry using PPS method. Environment, Development and Sustainability, 25(9), 9703-9729. http://dx.doi.org/10.1007/s10668-022-02456-7
Lampón, J. F., & Muñoz-Dueñas, P. (2023). Are sustainable mobility firms reshaping the traditional relationships in the automotive industry value Chain?. Journal of Cleaner Production, 413, 137522.
Landran-Esfahani, Saeed; Jamshidi, Abdulaziz; Razzaghi, Elham; Afzal, Seyedamir Hossein. (2023). Investigating the effect of consumer perceived value of sustainable marketing attributes on the willingness to participate in recycling. Management Studies and Sustainable Development, 3(1), 21-48. https://doi.org/10.30495/msds.2023.1980038.1121[In Persian]
Lukin, E., Krajnović, A., & Bosna, J. (2022). Sustainability strategies and achieving SDGs: A comparative analysis of leading companies in the automotive industry. Sustainability, 14(7), 4000.
Makowska, M., Boguszewski, R., & Hrehorowicz, A. (2024). Generational Differences in Food Choices and Consumer Behaviors in the Context of Sustainable Development. Foods, 13(4), 521. https://doi.org/10.3390/foods13040521
Mendanha, D., Krajnović, A., & Bosna, J. (2024). Driving sustainability in the automotive industry: bio-coated materials and modern strategies. Academia Materials Science, 1(2).
Miller, E., Cross, L., & Lopez. M. (2010). Sampling in qualitative research. FBB research group, 19(3), 249-261. http://dx.doi.org/10.1016/S0001-2092(06)61990-X
Mohammadian, Mahmoud; Kurdanaij, Asdallah; Goddad, Hamid; Shafii, Maitham. (2021). Conceptualization of the sustainable marketing realization model in Iran’s automobile industry. Management Research in Iran, 18(1), 25-53. https://dorl.net/dor/20.1001.1.2322200.1393.18.1.2.3[In Persian]
Mousavifard, Mehtab; Azad, Nasser. (2021). The effect of sustainable marketing measures on brand loyalty in dairy products according to the role of brand image, trust and customer satisfaction. Entrepreneurship Knowledge, 2(3), 47-59. https://journals.srbiau.ac.ir/article_20448_b7b0a5f5ab7903865c0cc47f607ffed.pdf[In Persian]
Pimonenko, T., Acheampong, S., & Lyulyov, O. (2023). Sustainable Marketing Performance of Banks in the Digital Economy: The Role of Customer Relationship Management. Virtual Economics, 6(1), 19-37.
Porvoziri, Zahra; Hashemzadeh Khorasgani, Gholamreza; Moderi, Mahmoud; Farsijani, Hassan. (2022). Designing a sustainable production model in the automobile industry under sanctions and with a world-class approach. Development and Transformation Management, 14(48), 87-103. https://sanad.iau.ir/journal/jdem/Article/691415?jid=691415[In Persian]
Satterthwaite, D. (2006). Barbara ward and the origins of sustainable development. London: International Institute for Environment and Development.
Shafii, Meysam; khodadad, Hamid; Kurdanaij, assdolah; Mohammadian, Mahmoud. (2024). Designing a sustainable marketing model for Iran’s automotive industry. Business Management Explorations, 6(11), 1-26. https://dorl.net/dor/20.1001.1.2645386.1393.6.11.1.6[In Persian]
Sheth, J. N., & Parvatiyar, A. (2021). Sustainable marketing: Market-driving, not market-driven. Journal of macromarketing, 41(1), 150-165.
Shirmohammadi, Alireza; Miftahi, Hadi; Taban, Mohammad. (2023). Business sustainability model design in Iran’s automotive industry, Quarterly Journal of Innovation Management in Defense Organizations, 6(3), 57-71. https://www.qjimdo.ir/article_178392.html#:~:text=10.22034/QJIMDO.2023.355089.1522[In Persian]
Taati, Rosa; Ebrahimi, Abdulhamid; Saeednia, Hamidreza; Alipour, Zahra; Taleghani, Mohammad. (2023). Presenting the social responsibility model of companies in the field of green marketing with emphasis on brand dependence from the point of view of consumers. Business Reviews, 21(118), 61-80. https://doi.org/10.22034/bs.2022.554189.2553[In Persian]
Wolff, S., Brönner, M., Held, M., & Lienkamp, M. (2020). Transforming automotive companies into sustainability leaders: A concept for managing current challenges. Journal of Cleaner Production, 276, 124179.
Yadav, M., Gupta, R., & Nair, K. (2024). Time for sustainable marketing to build a green conscience in consumers: Evidence from a hybrid review. Journal of Cleaner Production, 14(1), 173-188. https://doi.org/10.1016/j.jclepro.2024.141188
 
 
Volume 22, Issue 127 - Serial Number 127
November and December 2024
Pages 25-46

  • Receive Date 18 May 2024
  • Revise Date 27 July 2024
  • Accept Date 05 August 2024