درخت حوزه‌های تخصصی

The state of the world's environment reveals the fact that in recent decades, due to human activities and increasing consumerism, Earth has suffered irreparable damage and the world is witnessing unprecedented growth in environmental degradation, just as consumers activities can lead to deteriorating environmental conditions. The environmentally conscious behaviors such as green purchase behavior, can be agents of change, motivation and attention to the environment. The purpose of this research is to develop   a model for implementing green purchase behavior that recognizes the dimensions of this behavior to determine the effective factors, operational strategies, and consequences of its implementation.The overall approach is qualitative and Grounded Theory has been done. Using purpose foul and snowball sampling methods, semi-structured interviews were conducted with 13 experts from the field of business researchers and environmental activists.The results of data coding led to the identification of 448 initial codes which finally cited the approach Systematic in the given data theory, paradigm model show that causal categories (environmental belief, health concern, green attitude, mental norm), causal categories (green purchase behavior), background categories (economic indicators, government support for capital Eco-friendly investments, the country's environmental policies, the impact of green consumption culture), interventionist category (distribution of green products, financial and economic constraints of households and promotion, encouragement to green purchase), strategies (Indian market strategies, prices, innovation), and the consequence (at the macro-level including increasing the level of health in society, development, and growth of organizational performance and promoting green lifestyle and at the micro-level including preference to buy environmentally friendly products and increase the repetition of purchases behavior) Impact on the implementation of green purchases behavior.  

Advertising is considered as one of the most important components of a business unit's sustainability, which plays a decisive role in promoting green product awareness. The purpose of this study was to evaluate the level of acceptance of green perception of customers based on the visual themes of green advertising on social media. This study is a developmental research in terms of purpose, because due to the lack of a basis for assessing the level of acceptance of green perception of customers based on visual themes of green advertising in previous research, based on meta-synthesis in the first step tried to identify components as analytical basis. And use propositions as reference variables. In order to explain the identified components, Intuitive Fuzzy Sets analysis (IFSs) was used to determine the most effective basis for evaluating the level of green perception of customers based on the visual themes of green advertising. In this study, the target population consisted of two parts: qualitative. In the qualitative part, with the help of 16 marketing experts at the university level, an attempt was made to identify the research components, components in the form of scoring forms. In the small section, 50 managers at different levels of knowledge-based companies participated. The results showed that the proposition of brand identity is considered as the most effective visual theme of green advertising in the companies under study, which strengthens the perception based on social convergence as a component of accepting the green perception of customers. This result shows that the content of green brand identity in the form of a comprehensive norm will form the perception of social convergence in customers, because this perception is considered as an external stimulus due to the existence of environmental values, which causes customers to realize the importance.