Document Type : Research/Original/Regular Article
Authors
1
PhD student in Marketing Management, Faculty of Management, Economics and Accounting, Islamic Azad University, Ajabshir Branch, Ajabshir, Iran
2
Assistant Professor, Department of Management, Faculty of Management, Economics and Accounting, Islamic Azad University, Ajabshir Branch, Ajabshir, Iran
3
Assistant Professor, Department of Management, Faculty of Management, Economics and Accounting, Islamic Azad University, Tabriz Branch, Tabriz, Iran
4
Associate Professor, Department of Management, Faculty of Management, Economics and Accounting, Islamic Azad University, Tabriz Branch, Tabriz, Iran
10.30507/jmsp.2023.382917.2532
Abstract
The purpose of this research is to design a green marketing model for Iran's oil industry (an industry with high emissions, as the engine and driver of the country's development) based on general environmental policies. The strategy of this research is qualitative and based on grounded theory. The statistical population of the research is made up of managers of companies under the Ministry of Oil and marketing professors of universities. Purposeful and snowball sampling was used to select the sample, which was achieved based on the saturation rule by conducting 18 interviews. Data were analyzed using Strauss and Corbin coding method and MaxQda software. Based on the paradigm model of the research, it was concluded that government support, green human resources and corporate social responsibility are the basic factors effective on green marketing and the emotional intelligence of managers has a strategic role in implementing this method of marketing. Of course, it should be kept in mind that potential competitive capacities play an intervening role in this relationship and green corporate culture also provides background conditions. Through the managers' green emotional intelligence, it is possible to achieve consequences such as improving the design, production and distribution of green products, the productivity and profitability of the company, and the satisfaction of customers and stakeholders.
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