Modeling Social Responsibility in the Field of Green Marketing of Organic Products with an Emphasis on Brand Attachment

The aim of this study was to present the model of social responsibility in the field of green marketing of organic products with emphasis on brand dependence. The research is qualitative and the research method is based on grounded theory. The tool used to collect the data was an interview. The statistical population of the study included managers and experts of companies producing organic products with a social responsibility and green marketing approach. The theoretical method was used for sampling until the theoretical saturation was reached and finally 14 people were interviewed. Data analysis was performed through coding in three stages of open, axial and selective coding. From the results of data coding, 83 concepts and 26 categories were identified. Research model was presented according to the dimensions of the grounded theory approach, i.e. causal conditions (5 factors), main phenomenon (5 factors), contextual conditions (3 factors), intervention factors (3 factors), strategies (6 factors) and consequences (4 factors).