Providing a Strategic Model for Green Branding: A Meta- Synthesis Study

Today, having a commitment to nature and the principles of sustainability and emphasis on environmental protection is part of the business strategy. Creating a strong and lasting relationship between the consumer and the green brand requires a clear set of features and benefits related to reducing the environmental effects of the product. Developing a green-consumer brand relationship is a difficult task due to the complexities of the specific "green" sector. In this regard, this study tries to identify the indicators that are effective in the formation of green brand in dairy products by using the meta-synthesis method while paying integrated attention to all dimensions of the green brand. In this study, the results and findings of previous researchers were analyzed and by performing seven steps of this method, the final pattern for creating a green brand was identified. In order to extract data from texts, according to the extensive study of green brand literature and also using the opinions of professors and experts in marketing and sales of the dairy industry, initial coding and extraction of concepts and categories were performed. A total of 130 initial codes and 6 final categories were identified.