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1- 1. Department of Business Management, Central Tehran branch, Islamic Azad University,Tehran, Iran
2- 2. Department of Business Management, Central Tehran branch, Islamic Azad University,Tehran, Iran
3- 3. Department of Business Management, Central Tehran branch, Islamic Azad University,Tehran, Iran.
2- 2. Department of Business Management, Central Tehran branch, Islamic Azad University,Tehran, Iran
3- 3. Department of Business Management, Central Tehran branch, Islamic Azad University,Tehran, Iran.
Abstract: (731 Views)
Purpose: The present research was conducted with the aim of presenting and explaining the green marketing management model based on the value chain in the banking industry.
Methodology: Based on this, the conceptualization of green marketing management based on the value chain, the determination of influencing factors and operational solutions to improve the green marketing process in banking services have been considered. The method used in this research is based on the exploratory nature of the research. The sampling used in this article is theoretical sampling. The main basis of information gathering was conducting in-depth interviews with managers, their customers and academic experts until reaching theoretical saturation. A total of 10 interviews were conducted. After collecting the data, the codes related to the written interviews were analyzed.
Findings: The findings of the research that the final research model was obtained after three stages of open, central and selective coding show that the final model consists of 6 general categories and 18 sub-categories. The findings of this research indicate that for the success of green marketing management based on the value chain in the banking industry, managers must carefully pay attention to all the categories and subcategories identified in this research and have the necessary and sufficient information about each of them. .
Conclusion: This research also shows the need to pay attention to green marketing management based on the value chain in the banking industry.
Methodology: Based on this, the conceptualization of green marketing management based on the value chain, the determination of influencing factors and operational solutions to improve the green marketing process in banking services have been considered. The method used in this research is based on the exploratory nature of the research. The sampling used in this article is theoretical sampling. The main basis of information gathering was conducting in-depth interviews with managers, their customers and academic experts until reaching theoretical saturation. A total of 10 interviews were conducted. After collecting the data, the codes related to the written interviews were analyzed.
Findings: The findings of the research that the final research model was obtained after three stages of open, central and selective coding show that the final model consists of 6 general categories and 18 sub-categories. The findings of this research indicate that for the success of green marketing management based on the value chain in the banking industry, managers must carefully pay attention to all the categories and subcategories identified in this research and have the necessary and sufficient information about each of them. .
Conclusion: This research also shows the need to pay attention to green marketing management based on the value chain in the banking industry.
Type of Study: Research Article |
Subject:
Special
Received: 2023/02/28 | Accepted: 2023/05/31 | Published: 2023/05/31
Received: 2023/02/28 | Accepted: 2023/05/31 | Published: 2023/05/31
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