Sustainable Development in Iran’s Oil Industry through Environmental Friendly Marketing Activities
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Abstract:
This research investigates the main factors that influence green marketing in Iran’s oil industry that can result in sustainable development, based on expertschr('39') opinions. The methodology of this research is grounded in theory and adopts a qualitative research approach. We use semi structural deep interviews to collect our data. We analyze the data using three stages of coding: open, axial and selective coding. Our results show that we need to implement green marketing in the energy sector, as soon as possible, in order to protect people’s health and the environment. The main factors that affect green marketing include: political, social and economic factors, existing conditions like organization and lack of technical knowledge, energy efficiency, core energy policies, technology, human resources, investment, and culture. We conclude by stating that sustainable development can be promoted through implementing green marketing in the oil industry. JEL Classification: M31, O11, F42 Keywords: oil industry, sustainable development, environmental friendly marketing
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Journal title
volume 16 issue 65
pages 137- 153
publication date 2020-07
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