شبیه سازی اثرات متقابل اجرای برنامه های بازاریابی سبز و بازده دارایی ها با مدل سازی دینامیک سیستم (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف اولیه پژوهش حاضر، بررسی و تحلیل دقیق نحوه تأثیرگذاری برنامه های بازاریابی سبز بر روی بازده دارایی ها است. در این مطالعه، با استفاده از روش تحقیق توصیفی-تحلیلی و بهره گیری از مدل سازی دینامیک سیستم، روابط غیرخطی میان متغیرهای کلیدی شامل میزان سرمایه گذاری سبز، محدودیت ها و تسهیلات دولتی، نگرانی های اجتماعی و رفتار مصرف کننده شناسایی و تحلیل شد. داده های لازم ازطریق نمونه گیری گلوله برفی و مصاحبه با ۱۱ نفر از خبرگان و تحلیلگران سیستم جمع آوری شد. برای شبیه سازی، سناریوهای مختلفی ازجمله تغییر در هزینه های بازاریابی سبز، فناوری های نوین و واکنش بازار بررسی شد. یافته ها نشان داد که افزایش سرمایه گذاری در بازاریابی سبز در بلندمدت موجب بهبود بازده دارایی ها و افزایش محبوبیت محصولات سبز می شود، هرچند در کوتاه مدت هزینه های عملیاتی را افزایش می دهد. یافته ها تأیید می کنند که با افزایش آگاهی عمومی درباره مسائل زیست محیطی، مصرف کنندگان به خرید محصولات سبز ترغیب می شوند و درعین حال با افزایش محبوبیت محصول، هزینه های ثابت به ازای هر واحد محصول به تدریج کاهش می یابد. شبیه سازی پژوهش حاضر به وضوح نشان می دهد که افزایش درآمد شرکت ها در بلندمدت به افزایش ظرفیت سبز جدید منجر می شود.Simulating the Interaction Effects of Green Marketing Programs and Asset Efficiency Using System Dynamics Modeling
This study explored the complex relationship between the implementation of green marketing programs and Return on Assets (ROA) through the application of system dynamics modeling in the Iranian textile industry. Adopting a descriptive-analytical approach, the research combined qualitative data gathered from interviews with 11 industry experts and quantitative data sourced from both domestic and international literature. The model incorporated a variety of variables, including government policies, social concerns, consumer behavior, and economic factors, in order to simulate dynamic feedback loops that influenced company performance over time. The findings revealed that although green marketing entailed high initial operational costs, it significantly boosted product popularity, sales volume, and asset returns in the long run. Additionally, government incentives and increasing social awareness of environmental issues further enhanced this positive trend. This research introduced a novel system dynamics framework designed to aid decision-making processes regarding sustainable marketing investments while effectively addressing both economic performance and environmental impact. Introduction Global environmental challenges, such as climate change, pollution, and resource depletion, have compelled businesses worldwide to re-evaluate traditional marketing and production strategies. In this context, green marketing has emerged as a crucial strategic approach that harmonizes ecological sustainability with business profitability by promoting environmentally friendly products and practices. However, despite its potential benefits, companies often encounter financial and operational hurdles when implementing such programs, particularly in developing economies like Iran. Understanding the dynamic interplay among social perceptions, government regulations, consumer behavior, and financial outcomes is essential for crafting effective green marketing strategies that enhance asset efficiency and bolster firm competitiveness. The Iranian textile sector, a vital contributor to the national economy, faces distinct challenges and opportunities in this regard. The industry's dependence on conventional practices frequently results in environmental degradation, underscoring the urgent need for sustainable approaches. This study aimed to bridge this knowledge gap by employing system dynamics to analyze these complex interactions over time within the Iranian textile sector. By doing so, it sought to provide valuable insights into the effective implementation of green marketing strategies that could yield long-term benefits. Materials & Methods This research employed a descriptive-analytical methodology enhanced by system dynamics modeling. Data collection utilized a mixed-methods approach: qualitative data were gathered through semi-structured interviews with 11 experts and analysts in the textile industry, while quantitative data were derived from an extensive literature review of both national and international studies pertaining to green marketing and asset returns. A dynamic simulation model was developed, incorporating 13 auxiliary variables, 6 rate variables, 5 stock variables, and 27 parameters that represented economic, social, and environmental factors. This comprehensive model facilitated scenario analysis under various conditions, such as changes in government policies, market responses, and investment levels in green marketing. The simulations were structured to provide a thorough assessment of both short- and long-term effects on asset returns, yielding valuable insights into the effectiveness of green marketing initiatives. The qualitative interviews complemented the quantitative data, offering contextual insights that illuminated the specific challenges and opportunities faced by the industry. This triangulation of data enhanced robustness of the findings and ensured a well-rounded understanding of the underlying dynamics. Research Findings The simulation results revealed that initial investments in green marketing programs led to an increase in operational costs, primarily due to the adoption of new technologies, process re-engineering, and consumer education initiatives. However, these efforts ultimately enhanced product quality, reduced waste, and bolstered the brand reputation as an environmentally friendly company in the long run. Collectively, these factors contributed to increased consumer demand and market share. Additionally, the model indicated that rising social environmental concerns stimulated negative advertising against polluting products while prompting firms to adopt greener practices. This shift in consumer sentiment was crucial as it drove companies to innovate and enhance their environmental practices to remain competitive. Moreover, government incentives, such as tax exemptions and low-interest loans, played a significant role in alleviating investment cost burdens and encouraging sustainable actions. This finding highlighted the importance of supportive policy frameworks in creating a conducive environment for green marketing initiatives. Key findings confirmed a significant positive correlation between expenditures on green marketing and improved return on assets over the medium to long term, underscoring the need for patient investment and proactive policy-making to realize the benefits of green marketing. Furthermore, the results indicated that consumer awareness and environmental education were essential in driving demand for green products. As consumers became more informed about environmental issues, their preferences increasingly shifted toward sustainable options. This trend not only benefited individual companies, but also contributed to broader environmental objectives. Discussion of Results & Conclusion This study confirmed that while green marketing might entail initial costs, it ultimately provided significant financial and environmental benefits when supported by appropriate regulatory frameworks and social acceptance. The systemic interactions between consumer perceptions, policy instruments, and firm activities highlighted the necessity for integrated strategies that simultaneously addressed environmental responsibilities and business performance. The implications for managers in the textile industry were substantial. By leveraging these insights, managers could optimize resource allocation, plan capacity expansions to align with growing demand, and enhance corporate sustainability. The model suggested that investments in green marketing should be regarded as strategic long-term commitments rather than merely short-term expenses. Policymakers were encouraged to stabilize and strengthen green incentives to create a favorable investment climate. This might involve extending tax breaks, providing subsidies for green technologies, and enhancing public awareness campaigns to promote sustainable practices. Such initiatives not only supported the textile industry, but also contributed to national environmental goals. However, the study recognized certain limitations, including data constraints and assumptions inherent in system dynamics modeling. These limitations might impact the generalizability of the findings. Future research should extend to other industries and refine the model by incorporating real-time data analytics to validate and expand these findings. Such advancements could lead to more robust frameworks for understanding the dynamics of green marketing across various sectors. In conclusion, the findings of this study added to the growing body of literature on green marketing and its influence on financial performance. By providing a comprehensive understanding of the factors that affect the effectiveness of green marketing initiatives, this research serves as a valuable resource for industry practitioners and policymakers alike. Integration of system dynamics modeling presents an innovative approach to navigating the complexities of sustainable business practices, ultimately fostering both economic growth and environmental stewardship.
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