مطالب

Business-to-Business markets use the positive effect of sustainable measures to strengthen their brand. Because sustainable branding supports competitive advantage with a positive impact on customer perceptions and satisfaction, in this regard, the tools and platforms available in the online environment can be effective in sustainable B2B branding by facilitating interaction and dialogue in an informal way between the company and its audience. Therefore, the current research was conducted to provide a conceptual framework of sustainable B2B branding through social media using the qualitative method of theme analysis on Iranian ports. This is an exploratory research with an aim to be applicable. The statistical population is Iranian port managers, and to collect information, a semi-structured interview was conducted with 14 key informants (saturation limit) who were selected by a targeted method. To analyze the data, the text of the interviews was transcribed. Then, using Atlas software and the inductive thematic analysis method, data were coded, analyzed, and interpreted. In this research, the framework of sustainable branding from company to company was explained through social media with 117 basic codes, 10 sub-themes, and 3 main themes of social media management, brand mantra, and sustainability action.

At present, environmental crises caused by irresponsible agricultural activities are known to increase environmental vulnerability around the world. So, it is important to know how people think about the environment, what they know, and how concerned they are with nature and the environment. This survey research was aimed at understanding the pro-environmental behavior and its influencing factors among the apple orchardists of the Dena Kooh area of Semirom County. The population consists of 4019 horticultural producers in 28 villages in the Dena Kooh district, and the sample size was determined by random cluster sampling regarding the economic status of villages in two rich and poor clusters. 320 interviews were carried out with all sample members.  The data collection instrument was a structured questionnaire, and its face validity was confirmed by Yasouj University faculty members. The Cronbach's alpha coefficient was calculated between 0.61 and 0.92, indicating acceptable reliability of the measures. The results showed that the average environmental behavior of the orchardists is at a poor level. A comparison of the average current and past environmental behavior of orchardists showed that their pro-environmental behavior has developed. The results of hierarchical regression showed that knowledge, responsibility, socio-cultural norms, values and emotions, external commitment, and past behavior accounted for 69% of the variance in orchardists’ environmental behavior in the economically rich cluster. The results of hierarchical regression in the economically poor cluster showed that emotions, knowledge, responsibility, socio-cultural norms, external commitment, and past behavior accounted for 75% of the variance in orchardists' environmental behavior. The current research can benefit policymakers, researchers, and farmers in determining pro-environmental practices, considering the viewpoints of farmers. However, various issues identified in this study have implications for future research and for other crops under different farming systems