Document Type : Original Article
Authors
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
Abstract
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.
Keywords
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