طراحی و اعتبارسنجی الگوی بازاریابی پایدار در صنعت ساختمان (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
پژوهش حاضر با هدف طراحی و اعتبارسنجی الگوی بازاریابی پایدار در صنعت ساختمان انجام شده است. این پژوهش از نظر هدف، یک پژوهش کاربردی-توسعه ای و از منظر روش گردآوری داده ها یک پژوهش های پیمایشی-مقطعی است. برای دستیابی به هدف پژوهش از طرح آمیخته اکتشافی استفاده شد. جامعه مشارکت کنندگان در بخش کیفی شامل مدیران شورای ساختمان پایدار ایران است. در این مطالعه نمونه گیری به روش هدفمند انجام شد و با 21 نفر به اشباع نظری رسید. جامعه آماری بخش کمّی نیز شامل کارشناسان صنعت ساختمان است که حجم نمونه با روش اندازه اثر و توان آزمون 145 نفر برآورد و درنهایت، حجم نمونه با روش نمونه گیری تصادفی ساده تأمین شد. برای گردآوری داده ها از مصاحبه و پرسشنامه استفاده شد. مقوله های زیربنایی بازاریابی پایدار با روش گراندد تئوری شناسایی و الگوی نهایی با روش حداقل مربعات جزئی اعتبارسنجی شد. تحلیل داده های کیفی با نرم افزار Maxqda و بخش کمّی با Smart PLS انجام شد. نتایج نشان داده است که بر اساس الگوی پارادایمی پژوهش شرایط علّی شامل عوامل سازمانی، عوامل مشتری و عوامل محیطی است که این عوامل بر پدیده محوری (بازاریابی پایدار) تأثیر می گذارد. مؤلفه مذکور به همراه شرایط زمینه ای (زیرساخت های پایداری صنعت ساختمان) بستر لازم را فراهم می آورد. شرایط مداخله گر نیز (مسئولیت اجتماعی شرکت و بی اطمینانی صنعت ساختمان) بر راهبرد مدل (استراتژی پایداری بازاریابی) اثر می گذارد. در نهایت، استراتژی پایداری بازاریابی به پایداری زیست محیطی، پایداری اقتصادی و پایداری اجتماعی منجر می شود.Designing and Validating a Sustainable Marketing Model in the Construction Industry
This article sought to design and validate a sustainable marketing model for the construction industry. It employed an applied-development research approach in terms of purpose and utilized a cross-sectional survey methodology for data collection. To achieve the research objectives, an exploratory mixed-methods design was implemented. The qualitative participants included managers from the Sustainable Building Council of Iran with purposeful sampling conducted until theoretical saturation was reached with 21 individuals. The quantitative sample comprised experts in the construction industry estimated at 145 based on effect size and power analysis. Simple random sampling was used to gather the necessary data. Data collection involved both interviews and questionnaires. The foundational categories of sustainable marketing were identified through grounded theory and the final model was validated using Partial Least Squares (PLS) analysis. Qualitative data were analyzed with Maxqda software, while the quantitative data were processed using Smart PLS. The findings indicated that causal conditions—including organizational, customer, and environmental factors—significantly influenced the core phenomenon of sustainable marketing according to the paradigmatic model of the research. This core component, alongside contextual factors, such as sustainability infrastructure within the construction industry, established a necessary foundation. Additionally, intervening conditions like corporate social responsibility and uncertainty in the construction sector impacted the strategic model of sustainability marketing strategies. Ultimately, these strategies contributed to achieving environmental, economic, and social sustainability.Introduction"Sustainable marketing" broadly refers to a business's initiatives to introduce and promote environmentally friendly products and services. This approach aligns with sustainability goals and sustainable development, ultimately offering organizations a competitive edge. While sustainable marketing management encompasses planning, organizing, executing, and controlling, no independent study has yet examined these concepts as an integrated whole. Researchers have largely overlooked the conceptualization of sustainable marketing within the specific context of the construction industry in this country. This study aimed to address this gap. It first identified the dimensions of sustainable marketing in the construction sector—encompassing causal conditions, contextual factors, intervening conditions, strategies and actions, core phenomena, and outcomes—and explored the relationships among these dimensions. Ultimately, the study validated and presented a comprehensive model of sustainable marketing tailored to the construction industry. The central question guiding this research was: What constitutes a sustainable marketing model in the construction industry?Materials & MethodsThis research was an applied-development study focused on practical applications, utilizing a non-experimental (descriptive) approach for data collection through cross-sectional surveys. It employed a mixed-methods framework, combining qualitative and quantitative methodologies. Two methods were used for data analysis. In the qualitative component, grounded theory was applied to identify the constructs essential for implementing sustainable marketing in the construction industry and elucidate the causal relationships among these factors. For the quantitative analysis, Partial Least Squares (PLS) was employed to assess the validity of the research's paradigmatic model. The grounded theory analysis followed a structured approach involving open coding, axial coding, and selective coding. Interview transcripts were reviewed multiple times before being entered into software as text files. Key points were coded using MaxQDA software. The results from the interviews were analyzed according to grounded theory methodology, which required a thorough examination of the transcripts. Data were deconstructed into semantic units—sentences and paragraphs reflecting their core meanings. These semantic units were also reviewed multiple times to assign appropriate codes, which were classified based on semantic similarity. This analysis process was repeated for each new interview until theoretical saturation was achieved, which was defined as the point at which no new codes emerged. After presenting the sustainable marketing model for the construction industry, PLS was utilized for validation.Research FindingsThe research findings presented a paradigm model of sustainable marketing specifically for the construction industry. Background conditions, such as the existing sustainability infrastructures, led to the development of effective marketing sustainability strategies, which in turn contributed to environmental, economic, and social sustainability. Causal conditions, including organizational and customer factors, played a pivotal role in shaping sustainable marketing practices. These factors influenced the strategies employed, which ultimately yielded similar sustainability outcomes. Intervening conditions, such as corporate social responsibility and challenges within the construction industry, also affected the implementation of marketing sustainability strategies and their related consequences.The validation of relationships through PLS analysis confirmed several key connections. The marketing sustainability strategy was validated as positively impacting social, economic, and environmental sustainability. Additionally, sustainable marketing was shown to reinforce the effectiveness of marketing sustainability strategies. The presence of sustainability infrastructure was essential for driving these strategies, while uncertainty in the construction industry also influenced their success. The research confirmed that organizational, environmental, and customer factors were crucial to the realization of sustainable marketing goals. Furthermore, social responsibility was validated as a significant contributor to marketing sustainability strategies.Overall, this research underscored the interdependencies among various factors that influenced sustainable marketing in the construction industry. By establishing a clear model of sustainable marketing, the study offered actionable insights for industry stakeholders. Implementing the recommended strategies can facilitate the achievement of environmental, economic, and social sustainability, thereby enhancing the overall effectiveness of marketing efforts within the construction sector.Discussion of Results & ConclusionThis research aimed to design and validate a sustainable marketing model for the construction industry. According to the research's paradigmatic model, causal conditions—including organizational, customer, and environmental factors—significantly influenced the core phenomenon of sustainable marketing. Based on these findings, the following practical recommendations will be proposed:Organizational Factors: Industry managers should actively support sustainable marketing initiatives and engage in strategic planning that aligns with these efforts.Customer Factors: Initial focus should be directed towards understanding and addressing customer needs and desires, as well as enhancing two-way communication with them.Environmental Factors: Sustainable marketing should be implemented by adhering to relevant laws and regulations governing the construction sector while also assessing competitors' receptiveness to sustainable construction practices.Uncertainty in the Construction Industry: Efforts should be made to alleviate the impact of extensive economic sanctions to reduce inflationary stagnation within the construction sector.Sustainability Marketing Strategy: A clear vision for sustainability marketing should be developed and complemented by specific missions aligned with this vision. Establishing long-term sustainability goals and a coherent strategy to achieve them is also recommended.Sustainability Infrastructure: If access to new construction technologies and green building materials is available, efforts should be made to enhance the related infrastructure.Sustainable Marketing: A green marketing mix should be utilized, integrating sustainable marketing processes while providing incentives for purchasing sustainable structures, along with appropriate pricing and cost considerations.By implementing these strategies, it is possible to achieve significant outcomes, including environmental, economic, and social sustainability.
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