Identification of Dimensions and Components of the Competitive Advantage of Green Marketing Strategy in the Kaleh Food Industries

Daily increase of environmental degradation, which has occurred as a result of high growth of population and the explicit exploitation of natural resources in recent years, has raised global attention to environmental protection. Therefore, green consumption has not only been considered as a vital issue, but also as a long-term process that reflects changes in social values. Therefore, this research aims to identify dimensions and components of competitive advantage of the green marketing strategy in the Kaleh food industries. A mixed analysis has been used in the methodology of this research. In qualitative stage, content analysis and open and axial coding are used to identify components and indices. In continuous the relations among concept, dimensions as well as components has been identified by using a selective coding method. In a quantitative stage, using an analytical descriptive method, analytical and pathway analysis and confirmatory analysis of the identified components are discussed. In this study, the Cronbach's alpha coefficient and composite reliability have been used to evaluate the reliability of the research variables. In order to confirm the validity of measurement models, the convergent validity has been used. The statistical society in the qualitative stage consist of 10 experts (people with executive or managing experience and also with enough knowledge and awareness in food industry) and the statistical society of quantitative stage consist of 150 managers and senior managers of Kaleh food industries.