طراحي الگوي برندسازي محصولات سبز در صنعت مواد غذايي

Designing a model for branding green products in the food industry

اﻣﺮوزه ﻣﺤﯿﻂ زﯾﺴﺖ ﻣﺴﺎﻟﻪاي ﺣﯿﺎﺗﯽ و ﻣﻬﻢ ﺑﺮاي ﻫﻤﻪ اﻗﺸﺎر ﺟﺎﻣﻌﻪ اﺳﺖ، از اﯾﻦرو، ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﻃﺮاﺣﯽ اﻟﮕﻮي ﺑﺮﻧﺪﺳﺎزي ﻣﺤﺼﻮﻻت ﺳﺒﺰ در ﺻﻨﻌﺖ ﻣﻮاد ﻏﺬاﯾﯽ اﺳﺖ. روشﺷﻨﺎﺳﯽ: اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻮع ﮐﯿﻔﯽ ﺑﺎ روﯾﮑﺮدي اﺳﺘﻘﺮاﯾﯽ اﺳﺖ ﮐﻪ ﺑﺎ اﺳﺘﻔﺎده از راﻫﺒﺮد ﭘﮋوﻫﺸﯽ ﻧﻈﺮﯾﻪ دادهﺑﻨﯿﺎد و ﻃﺮح ﻧﻈﺎمﻣﻨﺪ اﺳﺘﺮاوس- ﮐﻮرﺑﯿﻦ ﺑﻪ ﻃﺮاﺣﯽ اﻟﮕﻮ ﭘﺮداﺧﺘﻪ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري، 15 ﻧﻔﺮ از ﻣﺪﯾﺮان ﺷﺮﮐﺖﻫﺎي ﻏﺬاﯾﯽ داراي ﺑﺮﻧﺪ ﺳﺒﺰ و اﺳﺎﺗﯿﺪ رﺷﺘﻪ ﺑﺎزرﮔﺎﻧﯽ و ﻣﺤﯿﻂ زﯾﺴﺖ اﺳﺖ ﮐﻪ ﺑﻪﺻﻮرت ﻗﻀﺎوﺗﯽ اﻧﺘﺨﺎب و ﻣﻮرد ﻣﺼﺎﺣﺒﻪ ﻗﺮار ﮔﺮﻓﺘﻨﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﯾﺎﻓﺘﻪﻫﺎي ﺣﺎﺻﻞ از داده، در ﺳﻪ ﺑُﻌﺪ ﺷﺮاﯾﻂ، ﺗﻌﺎﻣﻼت و ﭘﯿﺎﻣﺪﻫﺎ ﺧﻼﺻﻪ ﺷﺪه اﺳﺖ. ﺗﺤﻘﯿﻖ ﺑﺎزار و ﺑﺮﻧﺎﻣﻪرﯾﺰي ﺑﺮﻧﺪ ﺑﻪﻋﻨﻮان ﻋﻮاﻣﻞ ﻋﻠّﯽ؛ آﮔﺎﻫﯽ ﺑﺮﻧﺪ، اﻋﺘﻤﺎد ﺑﻪ ﺑﺮﻧﺪ و ﺟﺎﯾﮕﺎه ﺑﺮﻧﺪ ﻧﻘﺶ ﭘﺪﯾﺪه ﻣﺤﻮري را دارﻧﺪ ﮐﻪ ﺗﺒﻠﯿﻐﺎت و راﻫﺒﺮدﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺑﻪﻋﻨﻮان راﻫﺒﺮد ﻣﯽﺗﻮاﻧﻨﺪ، ﺗﺤﻘﻖ ﭘﺪﯾﺪهﻫﺎ ﺑﻪ ﭘﯿﺎﻣﺪﻫﺎ را ﺗﺴﻬﯿﻞ ﻧﻤﺎﯾﻨﺪ. در اﯾﻦ ﻣﯿﺎن ﺷﺮاﯾﻂ اﻗﺘﺼﺎدي، ﻋﻮاﻣﻞ ﻗﺎﻧﻮﻧﯽ، اﻃﻼﻋﺎت، ﮔﺮوهﻫﺎي ﺗﺎﺛﯿﺮﮔﺬار و ﻗﻮاﻧﯿﻦ ﺣﻤﺎﯾﺘﯽ ﻧﻘﺶ ﻣﺪاﺧﻠﻪﮔﺮ را دارا ﻫﺴﺘﻨﺪ. ﻧﯿﺮوﻫﺎي ﻣﺘﺨﺼﺺ، زﯾﺮﺳﺎﺧﺖﻫﺎي ﮐﺸﺎورزي، ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ، وﯾﮋﮔﯽ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن، ﻓﺮﻫﻨﮓ و اﻋﺘﺒﺎر، ﻋﻮاﻣﻞ زﻣﯿﻨﻪاي ﻫﺴﺘﻨﺪ ﮐﻪ در ﺑﺴﺘﺮ ﺑﺤﺚ وﺟﻮد دارﻧﺪ. ﻧﺘﯿﺠﻪﮔﯿﺮي: ﻧﺘﺎﯾﺞ اﯾﻦ ﭘﮋوﻫﺶ ﻧﺸﺎندﻫﻨﺪه آن اﺳﺖ ﮐﻪ ﻋﻮاﻣﻞ ﻣﺘﻌﺪدي ﺑﻪﺻﻮرت ﭼﻨﺪﺑُﻌﺪي و درﻫﻢﺗﻨﯿﺪه در اﺟﺮاي ﺑﺎزارﯾﺎﺑﯽ و ﺑﺮﻧﺪﺳﺎزي ﺳﺒﺰ ﺗﺄﺛﯿﺮﮔﺬارﻧﺪ.

Considering that today the environment has become an increasingly vital and very important issue for all segments of the population, both as customers and producers, the purpose of this study is to design a branding model for green products in industry. Is food. Method: This research, which is a qualitative research, has designed the model with an inductive approach and using the research strategy of data foundation theory and Strauss-Corbin systematic design. The statistical population of this study is the managers of food companies with green brand with at least a master's degree in management, agriculture or entrepreneurship, as well as professors of business and environment at the university, and is an interview data collection tool. Results: In order to perform coding, 15 interviews were conducted, 214 codes were obtained as open source. By determining the frequency of each of the extracted codes and considering their similarity, 85 concepts were identified. Then the concepts of family were placed in a more general category and by doing this, 26 sub-categories were formed. Conclusion: The model obtained from the present study, from a practical point of view, provides a comprehensive and macro view to producers and managers of marketing companies of green branded food companies to increase awareness of various aspects of green products, Use appropriate strategies and measures to brand these products