Askari, M., Heydariyeh, S., Vakil Alroaia, Y. (2023). Identifying the Green Marketing Components in the Iranian Dairy Industry. , 26(3), 213-242. doi: 10.30490/rvt.2023.360026.1489
M. Askari; S.A. Heydariyeh; Y. Vakil Alroaia. "Identifying the Green Marketing Components in the Iranian Dairy Industry". , 26, 3, 2023, 213-242. doi: 10.30490/rvt.2023.360026.1489
Askari, M., Heydariyeh, S., Vakil Alroaia, Y. (2023). 'Identifying the Green Marketing Components in the Iranian Dairy Industry', , 26(3), pp. 213-242. doi: 10.30490/rvt.2023.360026.1489
Askari, M., Heydariyeh, S., Vakil Alroaia, Y. Identifying the Green Marketing Components in the Iranian Dairy Industry. , 2023; 26(3): 213-242. doi: 10.30490/rvt.2023.360026.1489

Identifying the Green Marketing Components in the Iranian Dairy Industry

روستا و توسعه
Volume 26, Issue 3 - Serial Number 103, January 2024, Pages 213-242    PDF (691.12 K)
Document Type: Original Article
DOI: 10.30490/rvt.2023.360026.1489
Authors
M. Askari1; S.A. Heydariyeh* 2; Y. Vakil Alroaia3
1PhD Student in Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
2Associate Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
3Associate Professor and Chairman, Entrepreneurship and Commercialization Research Center, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
Abstract
Introduction
Changing market mechanisms for the production and supply of new environmentally friendly products has become an important issue for companies and marketing units. Therefore, companies should significantly reduce their negative environmental impacts in production, distribution, provision of raw materials and energy consumption. Otherwise, they will be harmed by the laws and customer demand. Such changes in the preferences and demands of customers, which are raised in the form of environmental concerns, have had a significant impact on the innovation of manufacturing companies.
Materials and Methods
In order to identify the components of green marketing in the dairy industry, the present study has used a quantitative approach. More precisely, in order to present the mentioned model, the Fuzzy-DEMATEL-ISM (Fuzzy-DEMATEL-Interpretive-Structural Modelling) method known as FDISM has been used. Although both ISM and DEMATEL are multi-criteria decision-making methods, they are used to understand the interactions among identified factors and their clustering at certain levels. The ISM method helps to understand the "what" and "how" in theory building and DEMATEL provides direct and indirect effects between components.
Results and Discussion
In this study, the identification of green marketing components in the dairy industry was considered. After identifying the components of green marketing, the influence and effectiveness of each of these components was determined using the fuzzy Dimetal technique. Based on the results, it was determined that environmental laws and standards and social responsibility of companies are the most influential factors, and customers' purchase intentions are the most influential factors. Finally, with interpretative structural modelling, the mentioned factors are levelled in the form of a model in six levels as follows. Two factors of laws and regulations and environmental standards and social responsibility of companies as the most basic factors are located in the first level and green marketing strategy in the second level and two factors of green change and innovation and green marketing orientation are located in the third level and green production in the fourth level and the four marketing mix factors are placed at the fifth level and the purchase intention factor as the most influential factor is at the sixth level.
Conclusions
According to the research results regarding the importance of green production and attention to food health in the dairy industry, companies should change the design of dairy products to avoid toxic compounds in the production process; Also, the producers of this product should change the design of the products in order to improve the energy efficiency during use, and as the most important factor, the packaging of the biodegradable product should be changed in order to reduce the environmental effects. According to the research results regarding the importance of social responsibility in green marketing and the role of branding in the development of social responsibility, dairy companies producing organic/green products should create a brand and avoid the production and sale of bulk dairy products. In designing and creating a green brand, it is necessary to pay attention to the fact that their title matches the type of products to be useful in creating their brand image. Considering the importance of green market orientation, green strategies and change management and green innovation in the green marketing model, companies producing dairy products should focus on improving the quality of their products and services through a new orientation and strengthening the spirit of change. Showing their effectiveness towards the environment and showing their environmental concerns by using promotion activities to help customers' perception of their originality and also by strengthening the three dimensions of their green tendencies (communications, activities and offers) high green value for products from the consumer's point of view.
The present study faces a major limitation that should be considered in future studies. The model presented in this research examined the effect of variables on each other statically. Considering that the variables may interact with each other, it is suggested that this model might be investigated by the system dynamics method in future research.
Keywords
Consumers' Purchase Intention; Environmental Laws and Standards; Green Marketing; Fuzzy-DEMATEL; ISM
References
  1. Afshari, R., Saebnia, S. & Mirzamohammadi, M. (2018). Investigating the impact of green marketing and its dimensions on consumer behavior in Happyland clothing stores in Ardabil city. Journal of New Research Approaches in Management and Accounting, 2(8), 224-233. [In Persian]
  2. Ali, A. & Ahmad, I. (2012). Environment friendly products: Factors that influence the green purchase intentions of Pakistani consumers. Pakistan Journal of Engineering, Technology and Science, 2(1), 84-117.
  3. Azar, A. & Bayat, K. (2008). Designing a business process-oriented model with an Interpretive Structural Modeling (ISM) approach. Journal of Information Technology Management, 1(1), 3-18. [In Persian]
  4. Baranikumar, D., Bikila, M. & Chala, M. (2021). Sustainable green supply chain management and waste management in construction industry. Journal of Contemporary Issues in Business and Government, 27(3),
  5. Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, 5(1), 5-21.
  6. Canavari, M., Coderoni, S., Giuliodori, L. & Visi, E. (2018). Consumer stated preferences for environmental labels: Two case studies in the dairy sector. Paper presented at the Proceedings of the 54th SIDEA Conference-25th SIEA Conference Cooperative Strategies and value creation in sustainable food supply chain.
  7. Delmas, M.A. & Toffel, M.W. (2008). Organizational responses to environmental demands: Opening the black box. Strategic Management Journal, 29(10), 1027-1055.
  8. Dolatkhah Laein, D., Saatchian, V. & Keshtidar, M. (2018). Green marketing mix analysis in promoting the culture of using bicycles with a sport-recreational approach (Case study: Public bike system of Mashhad city). New Trends in Sport Management, 6(22), 81-92. [In Persian]
  9. Ebrahimi, S.R., Khoshalhan, F. & Ghaderzadeh, H. (2020). Optimization of Kurdistan – Iran dairy supply chain by considering byproducts. Journal of Agricultural Economics Research, 12(47), 25-48. [In Persian]
  10. Elahi, S.M. & Yaqoubi, R. (2018). Introducing green marketing tools and their impact on consumer buying behavior. Journal of Improvement and Transformation Management Studies, 21(65), 167-186. [In Persian]
  11. Gatignon, H. & Xuereb, J.M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 34(1), 77-90.
  12. Gelderman, C.J., Schijns, J., Lambrechts, W. & Vijgen, S. (2021). Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context. Business Strategy and the Environment, 30(4), 2061-2076.
  13. Ghafourian Shagerdi, M. (2020). Investigating the effect of environmental sensitivity on the relationship between corporate social responsibility disclosure and competitive advantage. Journal of Health Accounting, 8(2), 58-76. [In Persian]
  14. Ghavidel, F. & Gholipour Soleimani, A. (2021). The impact of purchase intention of green products on the actual purchase of products with moderating of the income. Journal of Business Administration Researches, 12(24), 49-75.
  15. Jiang, X., Lin, G.H., Huang, J.C., Hu, I.H. & Chiu, Y.C. (2021). Performance of sustainable development and technological innovation based on green manufacturing technology of artificial intelligence and block chain. Mathematical Problems in Engineering, 20(21), 1-11.
  16. Khodadad Hosseini, S. H., Karimian, M., Jamali, S. & Hashem Zehi, A. (2015). Prerequisites of green trends and their Role in creating customer outcomes. Business Management Perspectives, 10(23), 29-48. [In Persian]
  17. Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
  18. Leonidou, C. N., Katsikeas, C. S. & Morgan, N. A. (2013). Greening the marketing mix: Do firms do it and does it pay off? Journal of the Academy of Marketing Science, 41, 151-170.
  19. Liaqatzadeh, Z. & Shafeie, R. (2017). Examining the company's compliance with environmental and green marketing requirements and its relationship with the company's credit from the customers' point of view. Journal of Management and Accounting Studies, 4(1), 66-77. [In Persian]
  20. Maheshwari, S.P. (2014). Awareness of green marketing and its influence on buying behavior of consumers: Special reference to Madhya Pradesh, India. AIMA Journal of Management and Research, 8(1/4), 0974-0497.
  21. Mohd Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910.
  22. Palouj, M., Lavaei Adaryani, R., Alambeigi, A., Movarej, M. & Safi Sis, Y. (2021). Surveying the impact of the coronavirus (COVID-19) on the poultry supply chain: A mixed methods study. Food Control, 126, 108084.
  23. Piya, S., Shamsuzzoha, A. & Khadem, M. (2022). Analysis of supply chain resilience drivers in oil and gas industries during the COVID-19 pandemic using an integrated approach. Applied Soft Computing, 121, 108756.
  24. Poudineh Hajipour, H., Poursafar Tabalvandani, E. & Bagheri, Y. (2017). The effect of green marketing mix on purchase decision of sporting products (Case study: Customers of sporting products stores in Tehran city). Sport Management Journal, 9(3), 565-578. [In Persian]
  25. Rahmani, Z. A. & Hajlo, H. (2014). Classification of green marketing components in polyethylene material production companies. Paper presented at the second national conference and the first international conference on modern researches in humanities. [In Persian]
  26. Ramezani Qawamarbadi, M.H. (2013). Green economy: a step towards the realization of sustainable development in the realization of international environmental rights. Journals of Former Economic and Development Law Encyclopedia, 21(6), 114-141. [In Persian]
  27. Ranaei Kurdshouli, H. & Allahyari Bozanjani, A. (2012). Investigating the effect of green marketing mix on consumers' green purchase decision (Case study, consumers of dairy products of Pegah company in Shiraz). Journal of Modern Marketing Research, 2(2), 165-180. [In Persian]
  28. Robinson, S. & Stubberud, H.A. (2013). Green innovation in Germany: A comparison by business size. Journal of International Business Research, 12(1), 47-56.
  29. Seififarzad, H., Ahmadipour, Z., Hafeznia, M. & Moradian, M. (2018). Designing an Interpretive-Structural Model (ISM) of factors affecting the creation of sustainable food security for citizens. Journal of Sustainable City, 2(3), 111-125. [In Persian]
  30. Shaeri, A.M. & Rahmati, A.R. (2011). Human environmental laws, regulations and standards, Tehran: Hak Publications. [In Persian]
  31. Sun, Y. & Sun, H. (2021). Green innovation strategy and ambidextrous green innovation: The mediating effects of green supply chain integration. Sustainability, 13(9), 1-20.
  32. Tseng, M.L., Wang, R., Chiu, A.S., Geng, Y. & Lin, Y.H. (2013). Improving performance of green innovation practices under uncertainty. Journal of Cleaner Production, 40, 71-82.
  33. Vilkaite-Vaitone, N., Skackauskiene, I. & Díaz-Meneses, G. (2022). Measuring green marketing: Scale development and validation. Energies, 15(3), 718.
  34. Wong, C.W., Wong, C.Y. & Boon‐itt, S. (2018). How does sustainable development of supply chains make firms lean, green and profitable? A resource orchestration perspective. Business Strategy and the Environment, 27(3), 375-388.
  35. Xiongyi, L. & Wang, W. (2008). Research on green supply chain management. Paper presented at the International conference on logistics engineering and supply chain management.
  36. Yaghoubi, E. & Esmaeili, H. (2021). Interaction between intellectual capital and corporate social responsibility. Journal of New Research Approaches in Management and Accounting, 5(64), 129–142. [In Persian]
  37. Yavari, A. & Beykzad, J. (2017). Investigating the effect of using green marketing strategy on customer preference in purchasing and consumer loyalty to the brand of green household products. Value Chain Management, 2(6), 21-34. [In Persian]
  38. Yu, W., Ramanathan, R. & Nath, P. (2017). Environmental pressures and performance: An analysis of the roles of environmental innovation strategy and marketing capability. Technological Forecasting and Social Change, 117, 160-169.
  39. Zhu, Q., Sarkis, J. & Lai, K.H. (2008). Green supply chain management implications for closing the loop. Transportation Research Part E: Logistics and Transportation Review, 44(1), 1-18.
Statistics
Article View: 241
PDF Download: 162


counter
Journal management system. designed by sinaweb