Journal of value creating in Business Management

Abstract Abstract The aim of this study is to design a sustainable consumption model in the health-based products market. The present study is applicable in terms of its purpose and qualitative in terms of its implementation method. The statistical population of the study includes 13 experts and specialists in the field of sustainable consumption, and the samples were selected using a purposive sampling method, and information collection continued until theoretical saturation. Data analysis in the qualitative section is performed using the data-driven method and MAXQDA software version 2020. The results of the research showed that the designed model, which includes causal conditions (attitude towards sustainable consumption, subjective norms, ethical commitment to sustainable consumption, consumer perception, values, social responsibility, sustainable consumption intention, and environmental awareness), contextual conditions (factors related to the marketing mix, environmental laws, political factors), intervening conditions (responsible consumption, sustainable consumption reduction behavior), category-centric, strategies (push marketing, sustainability incentives, use of celebrities, etc.), and consequences (life satisfaction, conservation of natural resources, health-oriented product purchasing behavior) were identified to explain the components of sustainable consumption in health-oriented products. Introduction Sustainable consumption behavior emphasizes the importance of reducing resource consumption and adopting circular economy principles to achieve sustainable development. By examining the impact of environmental awareness, hedonic and functional aspects on sustainable consumption and purchase intention, it can be concluded that environmental awareness has a significant impact on sustainable consumption (Khalid, M. et al., 2024). Today, companies and organizations are forced to include environmental protection issues in their activities in order to meet customer needs, act on social responsibility, and protect consumer rights (Emamgholi, 2011). It seems that lack of awareness of green products is the biggest obstacle to consuming such products (Teseng & Hung, 2017). By providing information and building trust in customers, a bond is created between the customer and the company, and this emotional bond with a place created as a result of the experience is effective on the individual's positive evaluation of that company and his behavioral tendencies in the future. (Yuskel et al., 2016) Another very important issue is that sustainable consumption, as a responsible approach to using resources, plays an important role in preserving the environment and improving the quality of life. With the increase in environmental challenges such as climate change, pollution and biodiversity loss, the importance of sustainable consumption has become more apparent than ever. Sustainable consumption is not limited to purchasing environmentally friendly products, but also includes everyday behaviors such as reducing waste, reusing goods, choosing sustainable food and reducing energy consumption. With increasing public awareness and global efforts, societies are seeking to adopt more sustainable practices to meet current needs while preserving resources and suitable conditions for future generations. However, the number of studies that specifically address the effects of sustainable consumption in various aspects is limited. On the other hand, most of the concerns of people in today's world and in our country are the health of the used products which cause less damage to the environment; and this doubles the importance of sustainable consumption in health-oriented products and explains the need to address this category. In fact, the main concern of the present study is the same, and an attempt has been made to fill the existing gaps and present a paradigmatic research model. Therefore, given the importance of the subject, an attempt has been made to address most of the aspects affecting sustainable consumption. Accordingly, the main issue of the present article is: How is the sustainable consumption model designed in the market for health-oriented products? Theoretical framework - Sustainable consumption Sustainable consumption includes the use of products and services that meet basic needs and improve the quality of life, while minimizing the consumption of natural resources, toxic substances, and the emission of waste and pollutants throughout the life cycle so that the needs of future generations are not jeopardized. At its core, sustainable consumption requires a change in consumer behavior, encouraging individuals and communities to make more environmentally conscious decisions. This includes reducing consumption of goods, choosing products with lower environmental impacts, and adopting practices such as recycling and reuse. The principle emphasizes the importance of consumers paying attention to the environmental footprint of their choices and moving them towards lifestyles that help preserve the environment. Sustainable consumption is not limited to individual choices, but also involves making systematic changes to production processes and supply chains to embed sustainability into the structure of consumer products and services (Khajuria, A & Verma, 2025). Some researchers consider sustainable consumption behavior as an act of voluntary convenience or anti-consumption (MoradiDehkordi & Barrani, 2022); while others define it as the adoption of green lifestyle activities. Diverse perspectives and explanations make sustainable consumption behavior a complex phenomenon to describe and predict. Some marketers and policymakers have emphasized the need to understand the social and institutional actions that may encourage the development of environmentally friendly behavior among consumers. Other studies have discussed the role of individual values ​​in influencing sustainable behaviors (Jain, 2021). In addition, the higher price of sustainable products compared to conventional options is another important factor in sustainable consumption. Given the associated economic challenges, the issue of affordability must be taken seriously. Local and major news media point to higher prices for eco-friendly products, and claims like “buying green is too expensive for the average consumer” are proposed, and consulting firms are examining why “today’s pricing is a barrier to sustainability.” While previous studies have shown that product price is a barrier to green purchasing, new research shows that not only consumers’ actual financial resources, but also their financial withdrawals predict sustainable consumption. However, consumers who follow plant-based diets actually spend less on food purchases than other consumers. Therefore, actual financial ability and withdrawals can have similar or different effects on consumer choices (Schnack, A. & Gan, C., 2024). Research Methodology This research is applicable in terms of purpose, and qualitative in terms of implementation. A purposive sampling strategy was used to explore the phenomenon under study. Given that the subject of presenting a sustainable consumption model in the health-oriented product market was to collect information, academic experts and university professors specializing in the field of consumer behavior who had published articles on this topic were consulted, and data collection continued until theoretical saturation was reached. In this research, semi-structured interviews were conducted with 13 participants from the aforementioned statistical population. Finally, the research data were analyzed through a coding process based on the systematic approach of Strauss and Corbin's data theory. In this method, the stages of data analysis were carried out through open coding, axial coding, and selective coding. Data analysis were carried out through coding the interviews in the 2020 MAXQDA software. Research findings In this study, considering the meaning of these codes, each has been categorized into a similar concept, and thus the research concepts were determined. The categories were written in the form of components based on the analysis of the interviews. The findings from this stage indicate that such a systematic and comprehensive study has not been conducted so far, and each of the studies has focused on a specific aspect and has not been presented in a comprehensive and systematic framework. The coding process consists of three stages: open coding, axial coding, and selective coding. The results of this study provide a model with 26 indicators in sustainable consumption. Factors include causal conditions (attitude towards sustainable consumption, subjective norms, ethical commitment to sustainable consumption, consumer perception, values, social responsibility, sustainable consumption intention, green management education, environmental awareness), contextual conditions (factors related to the marketing mix, environmental laws, political factors, political antecedents), focal category (sustainable consumption, health-oriented products), strategies (marketing, sustainability incentives, understanding economic models, green management education, sustainable identity formation, use of celebrities), consequences (satisfaction with life, purchasing behavior of health-oriented products, conservation of natural resources), and intervening conditions (responsible consumption, sustainable consumption reduction behavior) that explain the components of sustainable consumption in health-oriented products were identified. Conclusion The main result of this study is to provide a comprehensive model of sustainable consumption in the health-oriented products market. The results of this study indicate that using strategies in the field of sustainable consumption such as sustainable incentives, which include promoting simple procedures for sustainable consumption and training in creating business models based on sustainable consumption and using creative and intelligent strategies to attract customer attention, which ultimately results in things such as life satisfaction, conservation of natural resources (choosing products with the least environmental pollution, reducing greenhouse gases, reducing global warming due to the use of health-oriented products), and purchasing behavior for health-oriented products. The results of this study are consistent with the results of Kumar, S, & Yadav (2021), Simeone, M. et al., (2025), Abbasi & Rezaei (2017), Haung (2022), Milas Zewicz (2022), and Ambuli et al., (2022). The results of these factors showed that sustainable consumption attitudes and mental norms, and consumer perception have a significant impact on sustainable behavior and can play an effective role in marketing health-oriented products. Sustainable consumption behavior is influential in adopting appropriate strategies and actions; and background conditions such as supportive policies, integration of innovation policies, and environmental policies can provide a suitable platform for the activities of health-oriented product manufacturers in developing sustainable consumption. According to the present study, the following suggestions are presented: • Ethical consumerism training patterns • Granting bank loans to health-oriented product manufacturers • Availability of health-oriented products • Using creative and intelligent strategies to attract customer attention • Supporting local economy and innovation in sustainable consumption

Abstract Abstract During recent decades, environmental sustainability has reached the top of international political issues and has been recognized as a key motivating factor for innovation. As a result, the number of companies that develop green products has grown rapidly and customers show increasing interest in these products. Therefore, understanding the main characteristics of green products, identifying the factors affecting the price and the enthusiasm of consumers, to pay more for them, promotional tools and sales channels, green marketing mix for companies whose purpose is design, development and marketing. Green products can be useful. The aim of this research is to investigate the mixed effect of green marketing on sustainable consumption with the mediating role of green shopping. The research method is descriptive and practical in terms of purpose. The statistical population includes all students of Islamic Azad University, Shahrekord branch, and using Morgan's table, a sample size of 320 people was selected and the questionnaire was distributed among 300 people. Sampling in this research was done by random method and the questionnaire was distributed among the sampled people. Sampling in this research was done by random method and the questionnaire was distributed among the sampled people. The data collection tool is the mixed marketing questionnaire of Mohajerani (2014), green purchase intention of Hong et al. (2014) and Luchik's sustainable consumption questionnaire (2011). The results of the research showed that all 4 sub-hypotheses were accepted, as a result, the main hypothesis is also accepted, and green marketing mix has a significant positive effect on sustainable consumption with the mediating role of green shopping among students of Islamic Azad University, Shahrekord branch. Extended
Introduction Due to the terrible destruction of the environment around the world, more and more people pay attention to environmental concerns (Turki et al, 2019; Ho et al, 2022). With the increasing awareness and knowledge of customers regarding the importance of social welfare, the environment has become a serious concern for people. With the emergence of new consumer products and the increase of society's well-being and the efforts of organizations to stay ahead of competitors, the marketing approach has changed to a customer-oriented one. But the trend we are facing today is more awareness of organizations towards the environment (Agarwal et al, 2022). Environmental pollutions that have arisen as a result of human production and consumption are among the issues that have been repeatedly recognized as a threat to humanity by organizations active in this field. These environmental issues are still the main concern of people all over the world. This concern pressured marketers to change their strategy and adopt a marketing strategy called green marketing. Marketing is one of the topics subject to changes, which are caused by consumption patterns and people's tastes (Ho et al, 2019). Green marketing processes are rapidly becoming a mainstream to ensure the sustainability of marketing operations (Chang et al, 2019). According to what was said, the main question of the current research is whether the marketing mix has an effect on sustainable consumption with the mediating role of green shopping. Theoretical framework Green marketing can be seen as the outward extension of the company's environmental management systems and procedures that try to prevent environmental damage and help protect the environment. With environmental issues becoming an important issue in society, the number of companies that rely on environmental management systems, standards and audits to achieve sustainable development has increased exponentially (Lee, Ngniatdma and Chen, 2017). Green purchasing can affect the income of the whole organization. It also helps to create a positive public image, brand and goodwill in the market environment. The intention to buy green products is variable in cultures, genders and individual behavior of a person (Serin et al, 2018). In 1987, the United Nations Commission presented a definition of sustainable development to the world: meeting the needs of the present without jeopardizing the ability of future generations to meet their own needs (Peterson et al., 2021). Saadat Nia (2021) conducted a research titled "Investigation and identification of the mix effect of green marketing on consumers' purchase intention". The results of this research showed that green product mix and green promotion mix have a positive and meaningful effect on the purchase intention of consumers of Tehran Milk Industries. It is. Azadmanesh et al., (2020) conducted a research entitled "The effect of mixed green marketing components on the purchase intention of Rogin tomato sauce consumers". The results showed that among the four components of green marketing, three components of green price, green production and green advertising have a positive and significant effect on the purchase intention of Rojin's tomato sauce consumers in Kermanshah. Among these three components, green price has the most effect and green advertising has the least effect, but green distribution has no significant effect on consumers' purchase intention. Methodology The current research is descriptive in terms of examining the existing conditions, and is a survey in terms of the fact that it uses a questionnaire. The current research population includes all students of Islamic Azad University, Shahrekord branch. Questionnaire was used as the survey method. In this research, 320 questionnaires were distributed among students, of which 300 questionnaires were usable, analyzed by PLS software. The questionnaire of Mohajerani et al, (2015) was used to collect data related to the green marketing mix variable, the questionnaire of Hang et al, (2014) was used for the green purchase intention variable, and the questionnaire of Lochic (2011) was used for the sustainable consumption variable. Discussion and Results In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then PLS software was used to test the hypotheses or the conceptual model of the research, and the results showed that the design of green products has a significant effect on sustainable consumption with the mediating role of green purchase, and the design of green products indirectly and through the mediating variable of green purchase intention has an effect of (0.726*0.576) on sustainable consumption. Also, considering that this coefficient is positive; designing green products has a positive effect on sustainable consumption with the mediating role of green purchasing. Considering that both pricing paths of green goods are significant on purchase intention and purchase intention on sustainable consumption, it is concluded that the pricing of green goods has a significant effect on sustainable consumption with the mediating role of green purchase, and pricing green goods indirectly and through the mediating variable of green purchase intention have an effect on sustainable consumption to the extent of (0.726 x 0.199). Also, considering that this coefficient is positive, as a result, the pricing of green goods has a positive effect on sustainable consumption with the mediating role of green shopping. According to the fact that both paths of distribution conforming to green criteria are significant on purchase intention and purchase intention on sustainable consumption, it is concluded that distribution conforming to green criteria has a significant effect on sustainable consumption with a mediating role of green purchase, and distribution conforming to Green criteria indirectly and through the mediating variable of green purchase intention have an effect on sustainable consumption to the extent of (0.726*0.184). Also, considering that this coefficient is positive, as a result, the distribution according to green criteria has a positive effect on sustainable consumption with the mediating role of green purchasing. Considering that both paths of green advertising on purchase intention and purchase intention on sustainable consumption are significant, it is concluded that green advertising has a significant effect on sustainable consumption with the mediating role of green purchase, and green advertising indirectly and through the mediating variable of green purchase intention has an effect on sustainable consumption to the extent of (0.726*0.266). Also, considering that this coefficient is positive, as a result, green advertising has a positive effect on sustainable consumption with the mediating role of green shopping. Considering that all 4 sub-hypotheses were approved, as a result, the main hypothesis is also approved and marketing mix has a significant positive effect on sustainable consumption with the mediating role of green shopping for students of Islamic Azad University, Shahrekord branch. Conclusion The present study was conducted with the aim of investigating the mix effect of green marketing on sustainable consumption with the mediating role of green shopping. This finding is in line with researchers such as Saadat Nia (2021), and Azadmanesh et al., (2020); Due to the fact that nowadays consumers are more interested in environmental issues and environmental awareness among them has grown significantly, it has led to a gradual change in consumer behavior and the introduction of green marketing to the field of activity of companies and producers of consumer products; a better understanding of green consumers and customers and their needs will lead to a better market for green products and will help more companies and organizations to produce green products. According to the results of the research, it is suggested that the subject of environmental knowledge should be taught as a general subject in higher educational institutions as well as in universities, so that students might become familiar with the importance and role of its proper maintenance. This will also lead to a change in the attitude towards the environment of the country's future makers.  

Abstract Extended Abstract
Abstract
The aim of this study was to investigate the perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic. The present research is applied in terms of purpose and descriptive-correlative in terms of nature and method of data collection; And is specifically based on structural equation modeling. Quantitative research data were used as a distance scale using the standard Research Questionnaire of Lobel Trong Tovi (2021). The statistical population of the present study is all customers of online shopping of e-commerce platforms in Iran. Due to the large number of users and the number of more than 10 active platforms in Iran, and due to the large number of the target community, 100,000 people have been considered. According to Morgan''s table, 384 people were selected as a sample in this study. The sampling method in this study was simple random. The results show that the effect of the perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption is equal to 0.47, i.e. about 47% of the total perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption is explained. The GoF criterion was also used to evaluate the overall fit of the model and the measurement for the structural model. Results of average shared values and average values of R Squares shows that the value of GOF is equal to 0.62 which indicates a strong fit of the model.
Introduction
With the increasing growth of the Internet and related technologies, the concept of brand has changed, thus today the value of online brands has grown significantly. The most important factor influencing the success of online brands is the frequent interaction of users with the brand, which achieves as a result of having a positive consume experience from that online brand. Managers need to create the conditions for a favorable experience for their customers and identify the factors effective on online brand consistency, because the undesired customer experience leads to the loss of a large share of the company''s potential sales; which is due to customers'' inability to find whatever they are searching for. Customer dissatisfaction will also lead to a large decrease of visit frequency percentage, which is also due to the initial negative experiences of users and customers (Abdollalipour, 2020)
Research in the field of e-commerce shows that advances in Internet technologies have enabled companies to sell their products directly to consumers through e-commerce platforms (Fan et al, 2020), thus leading to increased sales. Is (Lee et al, 2018). But consumers can not physically examine products in online shopping, thus leading to uncertainty to product (Song et al, 2020).
Research shows that online consumer information is collected and tracked based on data-driven marketing tasks, but there is insufficient protection for this information (Bandaraet al, 2020). Security risk (disclosure of personal information) has had strong negative effects on online transactions (Hubert et al, 2017). This is important because e-commerce platforms now offer a variety of products and services online, from electronics to single products, sanitary and cosmetics, food, and fashion to sports and travel facilities with high volume exchanges. Thus, perceived perceptions of customer information protection to ensure the security of online transactions increase the continuity of intent and motivation to write positive comments about products and services. As a result, online protection is very important for personal information and transactions (Liao & Shi, 2017).
The world has seen an increase in pandemics in recent decades, such as SARS in 2003, H5N1 in 2006, and H1N1 in 2009 and Covid 19 in 2019, each of which hindered business activity and economic growth (Chung, 2015). As scientists have warned long ago, infectious diseases can lead commercial activity to a new reality that strongly influences these activities; unfortunately, there are no clear guidelines for managers on how to respond effectively to these conditions (Hudecheck et al, 2020). Fear of a pandemic refers to a new disease that people are not immune to, and has spread around the world (World Health Organization, 2019). Pandemics have become one of the biggest threats in the world today (Harvard Global Health Institute, 2020). Research on consumer behavior shows that fear refers to the negative consequences of a particular event that may lead to changes in consumer''s behavior and attitudes (Solomon, 2017). As a result of the effects of Covid 19 disease, consumers are increasingly turning to online shopping. Accordingly, the Covid 19 pandemic has altered consumer shopping behavior because consumers are afraid of contracting the disease (Laato et al, 2020; Prentice et al, 2020).
Covid 19 has issued a global warning because it spreads quickly through human-to-human contact (Harvard Medical School, 2020). The virus can be spread through droplets of cough or inhalation of an infected person (The World Health Organization, 2020). To reduce the spread of the virus, therefore, the consumption method should be turned to e-commerce platforms; because it increases purchasing efficiency, enables new purchases, and increases access to information and online communication between the consumer and the seller (Guillen-Royo, 2019). But the managers who look for online sales execution do not currently have any specific guidelines for improving the consumer''s decision for sustainable consumption over time and on environmental conditions (Guillen-Royo, 2019؛ Hernant, 2017 & Rosengren).Given the above, the main issue of the research is whether the perceived effectiveness of e-commerce platforms affects the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic.
Theoretical literature
The Covid 19 pandemic, and the fear of contagion caused by that, have also created chaos around the world, such as hoarding, market rotation, and travel restrictions (McNulty, 2020). A pandemic has led to fears of infection and social distance, which is increasingly leading to online shopping; and as a result, the importance of e-commerce platforms is increasing. Naeem (2021) in his research investigated that if social media platforms expand the customers'' nervous shopping, while they are afraid of corona disease. Findings show that there is evidence of uncertainty, purchase due to persuasion, evidence of product inaccessibility, official announcements, global connectivity, and expert opinion are some of the reasons on social media platforms that has created the consumer''s nervous shopping situation during the Covid 19 crisis. Abdollalipour (2020) in his research reviewed the role of cooperative online distribution platforms and brand loyalty. The results show that the most important factor influencing the success of online brands is the frequent interaction of users with the brand, which is the results of having a positive consumption experience of that online brand.
Methodology
The present research is applicable in terms of purpose, and is a descriptive correlative type in terms of nature and method of data collection, and specifically based on structural equation modeling. The research method was quasi-experimental with pre-test and post-test design with control group. Quantitative research data has been used as a distance scale using the standard research questionnaire of Lob Trung Tui (2021). The statistical population of the present study is all customers of online shopping of e-commerce platforms in Iran. Due to the large number of users and the number of more than 10 active platforms in Iran and due to the large number of the target community, 100,000 people have been considered as the statistical population. And according to Morgan''s table, 384 people will be selected as a sample in this study. The sampling method in this research will be simple random.
Discussion and Results
In order to test the research hypothesis, Structural equation modeling (SEM) method was used with the help of SmartPLS 3 software, and the results showed that the perceived effectiveness of e-commerce platforms affects the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic. Online customers'' fear of the Covid 19 epidemic moderates the perceived effectiveness of e-commerce platforms and economic advantage. Online customers'' fear of the Covid 19 epidemic moderates the relationship between economic advantage and sustainable consumption.
Conclusion
The present study aimed at the perceived effectiveness of e-commerce platforms on the perceived economic advantage of consumers in predicting sustainable consumption during an epidemic. The findings are consistent with Laato et al. (2020), who, in their study entitled Unusual Purchasing Behavior in the Early Stages of Covid 19Epidemic: Stimulus-Organism Response Approach. Further results showed that exposure to online information sources has led to a too much increase in information and cyberchondria. Overload Information was also a strong predictor of cyberendria. Perceived severity and cyberchondria had a significant effect on people''s intentions for unusual purchases and voluntary isolation. Accordingly, the Covid 19 pandemic has altered consumer purchasing behavior because consumers are afraid of contracting the disease. Lobel Trong Thuy (2021) in his research considered the effectiveness of e-commerce platforms in an epidemic. The results of this study showed that fear of pandemic positively modulates the relationships among e-commerce platforms, economic benefits and sustainable consumption. The results showed that the economic benefits of the relationship between e-commerce platforms and sustainable consumption are related to the level of fear of epidemic and moderate it. The results of this study are consistent with the results of Mark Peterson (2021) research, entitled Sustainable Marketing and Consumer Support for Sustainable Business. The results show that: 1) values ​​based on consumer nature have the most positive effect on consumer support for sustainable businesses, 2) then the attitude towards corporate altruism, and 3) and then concern about corporate ethics has the most impact. Assessing social justice and acknowledgement of the role of business in improving the quality of life of the customer had no effect on consumer support for sustainable businesses.