Document Type : Original Article (Qualitative)
Authors
1
Ph.d Student, Department of Business Management, ShQ.C., Islamic Azad University, Shahr-e Qods, Iran
2
Assistant Professor, Department of Business Management,ShQ.C., Islamic Azad University, Shahr-e Qods, Iran
3
Assistant Professor, Department of Business Management, ShQ.C., Islamic Azad University, Shahr-e Qods, Iran
10.22034/jvcbm.2025.493710.1469
Abstract
The purpose of the research is to propose a sustainable consumption model in the market for health-oriented products. This research is applied in nature in terms of its purpose and qualitative in terms of its execution method. The statistical population of the study consists of 13 experts and specialists in the field of sustainable consumption, selected purposefully through sampling methods. Data collection continued until theoretical saturation was achieved. Data analysis in the qualitative section was conducted using the grounded theory method and MAXQDA software version 2020.The findings of the research showed that the designed model includes causal conditions (attitude toward sustainable consumption, subjective norms, ethical commitment to sustainable consumption, consumer perception, values, social responsibility, intention for sustainable consumption, and environmental awareness), contextual conditions (factors related to the marketing mix, environmental regulations,politicalfactors),interveningconditions (responsible consumption, reduction behavior in sustainable consumption), the central phenomenon, strategies (nudge marketing, sustainability incentives, use of celebrities, etc.), and outcomes (life satisfaction, preservation of natural resources, purchasing behavior of health-oriented products). These components were identified as determining factors of sustainable consumption in health-oriented product
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