طراحی الگوی برندسازی محصولات سبز در صنعت مواد غذایی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی مدیریت بازرگانی-بازاریابی،گروه مدیریت بازرگانی،واحد امارات،دانشگاه آزاد اسلامی،دبی،امارات متحده عربی

2 استادیار،گروه مدیریت صنعتی،واحد تهران شمال،دانشگاه آزاد اسلامی،تهران،ایران

3 استادیار،گروه مدیریت بازرگانی،واحد علوم تحقیقات،دانشگاه آزاد اسلامی،تهران،ایران

4 دانشیار،گروه مدیریت بازرگانی،واحد تهران مرکز،دانشگاه آزاد اسلامی،تهران،ایران

چکیده

هدف: امروزه محیط زیست مساله‌ای حیاتی و مهم برای همه اقشار جامعه است، از این‌رو، هدف این پژوهش طراحی الگوی برندسازی محصولات سبز در صنعت مواد غذایی است.
روش: این پژوهش از نوع کیفی با رویکردی استقرایی است که با استفاده از راهبرد پژوهشی نظریه داده‌بنیاد و طرح نظام‏مند استراوس- کوربین به طراحی الگو پرداخته است. جامعه آماری، 15 نفر از مدیران شرکت‏های غذایی دارای برند سبز و اساتید رشته بازرگانی و محیط زیست است که به‌صورت قضاوتی انتخاب و مورد مصاحبه قرار گرفتند.
یافته‌ها: یافته‌های حاصل از داده، در سه بُعد شرایط، تعاملات و پیامدها خلاصه شده است. تحقیق بازار و برنامه‏ریزی برند به‌عنوان عوامل علّی؛ آگاهی برند، اعتماد به برند و جایگاه برند نقش پدیده محوری را دارند که تبلیغات و راهبردهای بازاریابی به‌عنوان راهبرد می‏توانند، تحقق پدیده‏ها به پیامدها را تسهیل نمایند. در این میان شرایط اقتصادی، عوامل قانونی، اطلاعات، گروه‏های تاثیرگذار و قوانین حمایتی نقش مداخله‏گر را دارا هستند. نیروهای متخصص، زیرساخت‏های کشاورزی، مسئولیت اجتماعی، ویژگی مصرف‌کنندگان، فرهنگ و اعتبار، عوامل زمینه‏ای هستند که در بستر بحث وجود دارند.
نتیجه‌گیری: نتایج این پژوهش نشان‌دهنده آن است که عوامل متعددی به‌صورت چندبُعدی و درهم‌تنیده در اجرای بازاریابی و برندسازی سبز تأثیرگذارند.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a model for branding green products in the food industry

نویسندگان [English]

  • , Safoora meysamiazad 1
  • , Ali hajiha 2
  • mohamadali Abdolvand, 3
  • bahram kheiri, 4
1 PhD Student, Department of Business Management, UAE Branch, Islamic Azad University, Dubai, UAE
2 Assistant Professor, Department of Industrial Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Department of Business Management, Research Sciences Branch, Islamic Azad University, Tehran, Iran
4 Associate Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Objective: Considering that today the environment has become an increasingly vital and very important issue for all segments of the population, both as customers and producers, the purpose of this study is to design a branding model for green products in industry. Is food.
Method: This research, which is a qualitative research, has designed the model with an inductive approach and using the research strategy of data foundation theory and Strauss-Corbin systematic design. The statistical population of this study is the managers of food companies with green brand with at least a master's degree in management, agriculture or entrepreneurship, as well as professors of business and environment at the university, and is an interview data collection tool.
Results: In order to perform coding, 15 interviews were conducted, 214 codes were obtained as open source. By determining the frequency of each of the extracted codes and considering their similarity, 85 concepts were identified. Then the concepts of family were placed in a more general category and by doing this, 26 sub-categories were formed.
Conclusion: The model obtained from the present study, from a practical point of view, provides a comprehensive and macro view to producers and managers of marketing companies of green branded food companies to increase awareness of various aspects of green products, Use appropriate strategies and measures to brand these products.

کلیدواژه‌ها [English]

  • Green product branding
  • food industry
  • data foundation

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سابقه مقاله

  • تاریخ دریافت: 19 آبان 1400
  • تاریخ بازنگری: 19 بهمن 1400
  • تاریخ پذیرش: 21 بهمن 1400

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