Document Type : Research Paper
Authors
1
PhD student, Department of Business Administration, Emirates Branch, Islamic Azad University, Dubai, United Arab Emirates.
2
Assistant Professor, Department of Business Administration, Islamic Azad University, Zanjan Branch, Zanjan, Iran
3
Assistant Professor, Department of Mathematics, Islamic Azad University, North Tehran Branch, Tehran, Iran.
4
Assistant Professor, Department of Business Management, Islamic Azad University, Firozkoh branch, Firozkoh, Iran
10.22034/cbsj.2024.63522
Abstract
Paying attention to new approaches in new marketing is the concern of leading economies and multinational companies. In the meantime, environmental issues and attention to marketing patterns and eco-friendly economic activities are of interest to many economic and environmental activists. Therefore, the aim of the current research is to identify the indicators and components of green marketing. The approach of the current research is qualitative and its method is synthesis research. The research community is all the articles (124 articles) that have been presented in specialized and scientific databases from 2008 AD and 1390 AD to 2022 AD and 1401 AD about the green marketing model. The sample of the research is 33 articles, which were selected based on thematic monitoring, theoretical data saturation, and purposefully. The research data were collected from the qualitative analysis of the studied documents. By analyzing the data, the components and indicators of the green marketing model were organized in 8 dimensions, 26 axes and 65 categories. The selected axes in this field included eight selected components of environmental knowledge, environmental attitudes, green creativity and innovations, green marketing mixes, paying attention to local green capacities, expanding online activities, building trust and green branding, green evaluation from the set of statistical components.
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