The Green Marketing Model of Iran's Oil Industry With the Perspective of Environmental Protection

The purpose of this research was to design a green marketing model of Iran's oil industry with the perspective of preserving the environment based on the Grounded theory approach. This two stage research benefits from a qualitative-exploratory approach and a descriptive-quantitative-survey, respectively. The statistical population of the research in the first stage were managers of the companies under the Ministry of Oil and the marketing professors of the universities. To select the sample in the qualitative stage, purposeful and snowball sampling was used, which was achieved based on the saturation rule by conducting 18 interviews. The data were analyzed using the Strauss and Corbin coding method and MaxQda software, and finally 6 main categories, 10 subcategories and 63 indicators were obtained. In the quantitative phase, the questionnaire was distributed among 384 available employees of the Ministry of Petroleum. Finally, the resulting model was validated through partial least squares method and Smart PLS software. The results indicate that the presented green marketing model, through the implementation of environmental policies, can lead to customer satisfaction, productivity and competitiveness of Iran's oil industry.