Presenting a green marketing model using system dynamics in the dairy industry

Context and purpose. Due to the increasing concerns of consumers regarding safe food and the tendency of producers to comply with environmental requirements, green marketing has become an important issue in the field of marketing. The purpose of this research is to present a model that can explain the dynamics of green marketing in the Iranian dairy industry.Methodology/approach. By reviewing the subject literature, 11 variables related to green marketing include purchase intention, green marketing, corporate social responsibility, green product, green production, environmental laws and standards, green market orientation, green promotion, green distribution, green price, change management and green innovations were identified. Then, using Vensim software, the dynamic model of green marketing was designed and the relationships between the components of green marketing were investigated. The model was examined for three-year (36 months) period.Findings and conclusions. The results of the model simulation showed that green marketing is time-consuming and includes a set of components that have a positive effect on green marketing if the required infrastructure is provided. Based on the results, advertising affects the sales of green dairy products over time. On the other hand, the price of green dairy products may also be due to more processing than other dairy products, and this issue affects the sale of green dairy products.Originality. The results of this study can help future researches in recognizing the causality among the predictors of green products consumer behavior.