Green Marketing

Green Marketing is becoming a buzz for the society nowadays and people start shifting their demands towards a product which is related towards environmental safeguard. Nowadays companies from different industries sectors are showing their keen interest and taking various initiatives towards green marking. Electronic products having eco safeguard and are less detrimental to the environment are labeled as Energy star by United States Environmental Protection Agency In the United States, 2% of annual electricity consumption accounts for personal computers. The requirement of Energy Star labels is of computers, which possesses 65 % more efficiency label than regular products. By adopting these computers, $1.2 billion will be saved by the industries over the product’s life. In the year 2012, the Environmental Protection Agency Partnership with Walmart based on Green Power recognized Walmart in the United States as the largest green power generator. In year 2012, Walmart was able to deliver 297 million more cases while reducing the drive by 11 million miles, which in 2012 alone increases fleet efficiency by 10 percent. This present study aims to identify emerging areas in green marketing in different sectors of industries exploring the scope and effectiveness of the same in developing countries.

Greenwashing is considered as a deliberate and conscious deception of the consumer in relation to the environmental activities of an organization or the environmental benefits of a product, which has adverse consequences for various groups, including consumers, stakeholders and the environment, therefore, the purpose of this article was to analyze the different angles of greenwashing in the real context of the companies active in the dairy industry, as well as to identify and explain this phenomenon. The philosophy of this research is interpretive, its approach is qualitative, and the strategy used is grounded theory based on the emergent approach. The studied community included managers and activists of the dairy industry and related organizations, 15of whom were selected through purposive sampling until reaching theoretical saturation, and the research data was collected through semi-structured interviews. In order to check the strength of the research, the four criteria of reliability, transferability, reliability and verifiability have been used. The relevant data analysis has been done using MAXQDA software and open, central and selective coding processes, and during continuous comparison, 427codes, 27concepts, 11categories and 2categories have been obtained. which has led to the emergence of the final model of research around the central category under the title of "companies greenwashing actions" model. The mentioned model includes the causes and results related to the central category of the research. In general, this study, by explaining the greenwashing measures theory, has provided the necessary platform for understanding this category of measures as well as their control and prevention.

The present research has been done with a view to designing content marketing model at social media for boosting green marketing. As regards purpose, it is an applied research,and in terms of approach an exploratory survey, and typically, it can be subsumed under a qualitative research. The analysis approach of this research is meta-synthesis. The statistical community consists of academic and scholarly articles published between 2016-2021/1395-1401 on the pertinent area of this study at Iran`s and foreign trustworthy databases. According to our findings, 1740 articles were retrieved, 324 abstracts were sieved and 186 abstracts were investigated. It was established that the titles of 1416 articles were irrelevant, and consequently they were omitted. 138 articles were deleted once their abstracts had been reviewed and found irrelevant and 95 articles were left out after a survey of their contents. The criteria used were size of the statistical sample, theoretical sufficiency (theoretical saturation), and finally 56 articles were accepted. The outcome of this process was 49 codes, 23 concepts and 10 categories. The Kappa index was used to guarantee the quality of our research. The amount of the index was calculated using the SPSS software at the significant level of 0/000 number 0/806. According to the evaluation and the extracted concepts and categories in the present research, the content marketing model of social media (Instagram) for boosting green marketing was designed based on three groups of factors: causal, mediating and consequential. The results of the findings show that in the process of content marketing of social media for boosting green marketing, a set of variables play a causal role, and can act as stimulants or propelling agents, and if the causal and mediating factors come properly about, this can culminate in the boosting of the service or product`s brand and an appropriate competitive advantage regarding green marketing in the organizations will also emerge.