Analyzing the antecedents and consequences of sustainable marketing strategies in the construction industry

Document Type : Research Paper

Authors

1 Business Administration, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran

2 2Faculty of Accounting and Management, Yazd University, Yazd. Iran.

3 Department of Business Administration, Management and Accounting, Faculty of Economics, Yazd University, Yazd

10.22059/jed.2024.381914.654409

Abstract

This article analyzes the antecedents and consequences of sustainable marketing strategies in the construction industry. The current article is applied-developmental research in terms of its purpose, and it is survey-cross-sectional research from the point of view of the data collection method. A mixed exploratory design was used to achieve the goal of the research. The community of participants in the qualitative section includes the managers of the Iran Sustainable Building Council. Sampling was done in a targeted way and theoretical saturation was achieved with 21 people. The statistical population of the quantitative part also includes experts in the construction industry, which was estimated to be 130 people using the effect size and test power method. The required sample volume was provided by a simple random sampling method. A semi-structured interview and a researcher-made questionnaire were used to collect data. The basic categories of sustainable marketing were identified by the grounded theoretical method and the v. Qualitative data analysis was done with Maxqda 20 software and the quantitative part with LISREL 10. The research findings showed that based on the research paradigm model, organizational factors, customer factors, and environmental factors affect sustainable marketing. The sustainability infrastructure of the construction industry provides the necessary platform and the obstacles of sustainability in the construction industry play the role of an interventionist. Finally, strategies lead to environmental sustainability, economic sustainability, and social sustainability. Therefore, it can be concluded that through sustainable marketing, it is possible to create marketing for green and sustainable structures by informing the people of society as housing consumers, in which both the builders benefit from the economic benefits and the social rights of the people are respected, and finally, the least risks for the environment.

Keywords: sustainable marketing, construction industry, mixed research

The movement of sustainability and moving towards greenness is something that all industries and businesses have put on their agenda, and this issue is undoubtedly of special importance for the construction industry [1]. Buildings account for 30% of global final energy consumption and 26% of energy-related greenhouse gas and heat energy emissions (8% of direct emissions in buildings and 18% of indirect emissions from the production of electricity and heat used in buildings). Therefore, it is imperative that the construction industry moves towards sustainability and building eco-friendly homes.

Sustainability: The concept of sustainability was proposed in the Bratland report entitled "Our Common Future" in 1987 by the United Nations at Oxford University. This Bratland Commission was formerly known as the World Commission on Environment and Development. After that, it soon became the agenda of governments, regional and local managers, as well as businesses. Of course, this concept was previously proposed in the studies of Barbara Ward and René Dubo in 1972 in a book titled "Only One Earth" and then it was conceptualized and introduced in 1973 in the World Institute for Environment and Development. In this new concept, sustainability was redefined based on social, economic and environmental dimensions [14]. Sustainability was introduced as a new approach in various business fields and the extension of sustainability was added to the traditional fields of organization and management. Marketing is not exempt from this issue and the concept of sustainable marketing soon replaced the traditional approach to marketing

Keywords

Main Subjects

References

ایرجی نقندر، رامین. (1402). بررسی ساختار عاملی، روایی و پایایی پرسشنامه جهت گیری بازاریابی پایدار مدیران باشگاه های ورزشی شهر مشهد، مطالعات بازاریابی ورزشی دوره 4، شماره 3 (پیاپی 15) https://www.doi.org/10.22034/sms.2023.62831
آزادی،‌‌سیامک؛ نمامیان، فرشید؛ معروفی، فخرالدین؛ مرادی، علیرضا. (1402). ارائه چارچوبی به منظور تبیین مؤلفه‌های بازاریابی پایدار با استفاده از روش فراترکیب و دلفی در شرکت‌های دانش‌بنیان، نشریه مدیریت بازاریابی، دوره 18، شماره 60، مرداد 1402، صفحه 107-121. https://doi.org/10.30495/jomm.2023.73109.2043
آئینی، محمدامین. (1403). نقش میانجی یادگیری استراتژیک در ارتباط بین نوآوری سبز و عملکرد پایدار https://civilica.com/doc/1950714
پدیدار‌،شهراد؛ حقیقی، محمد؛ حسنقلی پور یاسوری، طهمورث. (1401). عوامل موثر بر بازاریابی پایدار (مورد مطالعه صنعت شوینده). مدرس علوم انسانی (پژوهش های مدیریت در ایران) 1. 227-244. https://www.magiran.com/p2437347
حبیبی،آرش؛ کلاهی، بهاره. (1401)، مدل‌یابی معادلات ساختاری و تحلیل عاملی (آموزش کاربردی نرم‌افزار LISREL)، ناشر: سازمان انتشارات جهاد دانشگاهی، نوبت چاپ 2 https://parsmodir.com/book/sem-book.php
حسینعلی پور، مجتبی؛ نوبخت حقیقی، محمدباقر؛ نجارپور، امیر. (1395)،تدوین عوامل رقابت‌پذیری پایدار در شرکتهای بین المللی ساخت و ساز ایرانی،دوازدهمین کنفرانس بین المللی مدیریت پروژه،تهران https://civilica.com/doc/575125
ذوالفقاری، دینا؛ دلیر، امیرحسین؛ غلامی، دانیال؛ عقیقی، علیرضا. (1401)،تاثیر پایداری در بازاریابی سبز ساختمان بوسیله انرژی کارآمد،دومین کنفرانس بین المللی معماری، عمران، شهرسازی، محیط‌زیست و افق های هنر اسلامی در بیانیه گام دوم انقلاب،تبریز، https://civilica.com/doc/1613223
‌قربان پور، احمد؛ بالوئی جامخانه، هادی؛ حیدر، احمدی. (1401)، خلق ارزش پایدار سازمانی با نقش محیط گرایی و فرآیندهای خدمات سبز. https://www.doi.org/10.22034/smsj.2022.157944
 فلاح زاد، علیرضا، 1395، طراحی مدل بازاریابی پایدار در صنعت ساخت ایران،اولین کنفرانس بین المللی و سومین کنفرانس ملی مدیریت ساخت و پروژه،تهران، https://civilica.com/doc/599377
لندران اصفهانی، سعید؛ جمشیدی، عبدالعزیز؛ رزاقی، الهام و افضل، سید امیرحسین‌. (1402). بررسی تاثیر ارزش ادراک شده مصرف کننده از ویژگی های بازاریابی پایدار به تمایل به مشارکت در بازیافت ظروف بسته بندی https://doi.org/10.30495/msds.2023.1980038.1121
 
Ayini, M. A. (2024). The functions of strategic learning in the formation of green innovation and sustainable performance. Journal of Strategic Management Studies, 15 (57), https://doi.org/10.22034/smsj.2022.359386.1722 [In Persian].
Azadi, S., Namamian, F., Maroufi, F., & Moradi, A. (2023). Providing a framework to explain the components of sustainable marketing using metacombination and Delphi method in knowledge-based companies. Marketing Management, 18 (60), 107-121. https://doi.org/10.30495/jomm.2023.73109.2043 [In Persian].
Bala, R., Horng, J. S., Liu, C. (2024). Achieving Sustainable Development Goals by Sustainable Marketing Practices: An Integrated Approach to Environmental, Social, and Economic Sustainability. In Sustainable Development Goals: The Impact of Sustainability Measures on Wellbeing (pp. 147-165). Emerald Publishing Limited. https://doi.org/10.1108/S1569-37592024000113A009
Bashkoh, M., Bahadri, M., Shafiei, Navid. (2023). Presenting a model for sustainable marketing development using digital marketing. Marketing Management, 18 (58), 183-198. https://doi.org/10.30495/jomm.2023.71947.2021 [In Persian].
Bosu, I., Mahmoud, H., Ookawara, S., & Hassan, H. (2023). Applied single and hybrid solar energy techniques for building energy consumption and thermal comfort: A comprehensive review. Solar Energy, 259, 188-228. https://doi.org/10.1016/j.solener.2023.05.006
Bonyadi, E., & Sarreshtehdari, L. (2020). Modeling Entrepreneurial Innovation: A Study on Economic Development. https://doi.org/10.21203/rs.3.rs-18217/v1
Chen, H., & Tian, Z. (2022). Environmental uncertainty, resource orchestration and digital transformation: A fuzzy-set QCA approach. Journal of Business Research, 139, 184-193. https://doi.org/10.1016/j.jbusres.2021.09.048
Cohen, J. E. (2013). Statistical Power Analysis for the Behavioral Sciences. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc. https://doi.org/10.4324/9780203771587
Dash, G., Sharma, C., & Sharma, S. (2023). Sustainable marketing and the role of social media: an experimental study using natural language processing (NLP). Sustainability, 15 (6), 5443. https://doi.org/10.3390/su15065443
Fallahzad, Alireza, 2016, Designing a sustainable marketing model in Iran's construction industry, the first international conference and the third national conference on construction and project management, Tehran. https://civilica.com/doc/599377 [In Persian]
Padidar, Sh; Haghigi, M; Hasanqolipour Yasuri, T. (2022). Factors affecting sustainable marketing (case study of detergent industry). Lecturer of Human Sciences (Management Research in Iran) 1. 227-244. https://www.magiran.com/p2437347 [In Persian]
Gurbanpour, A., Baloui, H., & Haider, A. (2022). Creating sustainable organizational value with the role of environmentalism and green service processes. Journal of Strategic Management Studies, 13 (51), 63-81 https://doi.org/10.22034/smsj.2022.157944 [In Persian].
Glaser, B. G., Strauss, A. L., & Strutzel, E. (2017). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17 (4), 364. https://doi.org/10.4324/9780203793206
Habibi, A.; kolahi, B. (2023). Structural equation modeling and factor analysis. Tehran: University Jihad, second editionhttps://parsmodir.com/book/sem-book.php [In Persian].
Holsti, O. R. (1969). Content analysis for the social sciences and humanities, Reading, MA: Addison-Wesley. https://www.scirp.org/reference/referencespapers?referenceid=1925356
Iraji naghandar, Ramin. (2023). Examining the factor structure, validity and reliability of the Sustainable Marketing Orientation Questionnaire. Sports Marketing Studies, 4 (15), 18-36https://doi.org/10.22034/sms.2023.62831 [In Persian].
Kinnunen, J., Saunila, M., Ukko, J., & Rantanen, H. (2022). Strategic sustainability in the construction industry: Impacts on sustainability performance and brand. Journal of Cleaner Production, 368, 43-63. https://doi.org/10.1016/j.jclepro.2022.133063
Kline, Rex. (2011), Principles and Practice of Structural Equation, New York: Guilford Press, 3rd Edition. ISBN-13: 978-1606238769.
Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of marketing, 35 (3), 3-12. https://doi.org/10.1177/002224297103500302
Liao, B., & Li, L. (2022). How can green building development promote carbon emission reduction efficiency of the construction industry? based on the dual perspective of industry and space. Environmental Science and Pollution Research, 29 (7), 9852-9866. http://dx.doi.org/10.21203/rs.3.rs-2812908/v1
Lim, J. B., Masood, R., & Gonzalez, V. A. (2021). Performance of the supply chains for New Zealand prefabricated house-building. Sustainable Cities and Society, 64, 522-537. https://doi.org/10.1016/j.scs.2020.102537
Liu, T., Chen, L., Yang, M., Sandanayake, M., Miao, P., Shi, Y., & Yap, P. S. (2022). Sustainability considerations of green buildings: a detailed overview on current advancements and future considerations. Sustainability, 14 (21), 14393. https://doi.org/10.3390/su142114393
Landran Esfehani, S., Jamshidi, A., Razaghi, A. (2023). Investigating the effect of consumer perceived value of sustainable marketing attributes on the willingness to participate in recycling. Management Studies and Sustainable Development, 3 (1), 21-48: https://doi.org/10.30495/msds.2023.1980038.1121 [In Persian].
Okwandu, A. C., Esho, A. O. O., Iluyomade, T. D., & Olatunde, T. M. (2024). The role of policy and regulation in promoting green buildings. World Journal of Advanced Research and Reviews, 22 (1), 139-150. http://dx.doi.org/10.30574/wjarr.2024.22.1.1047
Olazo, D. B. (2023). Marketing competency, marketing innovation and sustainable competitive advantage of small and medium enterprises (SMEs): a mixed-method analysis. Asia Pacific Journal of Marketing and Logistics, 35 (4), 890-907. http://dx.doi.org/10.1108/APJML-01-2022-0050
Park, J. Y., Perumal, S. V., Sanyal, S., Ah Nguyen, B., Ray, S., Krishnan, R., ... & Thangam, D. (2022). Sustainable marketing strategies as an essential tool of business. American Journal of Economics and Sociology, 81 (2), 359-379. https://doi.org/10.1111/ajes.12459
Rivanovic, B., Zutshi, A., Grilo, A., & Nodehi, T. (2023). Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing. Technological Forecasting and Social Change, 18 (6) , 122-128. http://dx.doi.org/10.1016/j.techfore.2022.122128
Rodriguez-Ubinas, E., Hassan, H., Al Tamimi, A., Trepci, E., Mansouri, A., & Almehairbi, K. (2024). Towards innovative and sustainable buildings: A comprehensive review of 3D printing in construction. Automation in Construction, 163, 405-417. https://doi.org/10.1016/j.autcon.2024.105417
Sheth, J. N., & Parvatiyar, A. (2021). Sustainable marketing: Market-driving, not market-driven. Journal of macromarketing, 41 (1), 150-165. https://doi.org/10.1177/0276146720961836
Stalidis, G., Karaveli, I., Diamantaras, K., Delianidi, M., Christantonis, K., Tektonidis, D., ... & Salampasis, M. (2023). Recommendation Systems for e-Shopping: Review of Techniques for Retail and Sustainable Marketing. Sustainability, 15 (23), 16151. https://doi.org/10.3390/su152316151
Strauss, A., & Corbin, J. M. (1997). Grounded theory in practice. Sage. http://dx.doi.org/10.13140/RG.2.2.28138.72645
Zulfiqari, D., Delir, A., Gholami, D., & Aqiqi, A. (2023). The effect of sustainability in the green marketing of buildings by efficient energy, the second international conference on architecture, civil engineering, urban planning, environment and horizons of Islamic art in the statement of the second step of the revolution ,Tabriz. https://civilica.com/doc/1613223 [In Persian].
Journal of Entrepreneurship Development
Volume 17, Issue 4
February 2025
Pages 184-210

Files

Share

How to cite

Statistics