نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
The central challenge that necessitated this research was the ineffectiveness of some traditional approaches to promoting green brands in complex environments; approaches that generally failed to properly explain environmental benefits and create real differentiation for consumers and stakeholders. In response to this shortcoming, the aim of the present study is to examine the role of smart green branding and its impact on developing a green pricing model to achieve sustainable competitive advantage. To achieve this goal, the researchers systematically coded data from semi-structured interviews with experts in the field of green marketing and document analysis related to green projects, using a qualitative approach and content analysis. Finally, ten main themes and two hundred and fifty sub-codes were identified, of which three key areas of smart technologies, sustainable interactions, and customer understanding were of particular importance, especially in terms of green value creation and green pricing. The final analyses show that the use of smart and data-driven approaches in green branding provides the basis for a deeper understanding of environmental and economic dimensions and, on the other hand, facilitates the formulation of green pricing policies by creating transparency in green benefits and costs. It also became clear that organizations must have efficient digital infrastructure, collaboration between different units, and a green organizational culture to successfully implement this model. Comparing the present findings with previous research indicates that the existence of an integrated approach between green branding and green pricing plays a key role in the formation of a competitive advantage compatible with today's complex environment. As a result, this study offers innovations such as providing an integrated framework for combining technological aspects, green management and cultural elements that can be very helpful for executives, especially in industries transitioning to green approaches.
کلیدواژهها English
