期刊名称：International Journal of Agricultural Management and Development
印刷版ISSN：2159-5852
电子版ISSN：2159-5860
出版年度：2021
卷号：11
期号：2
页码：285-295
语种：English
出版社：Islamic Azad University
摘要：The main purpose of this study is to provide a model of the factors affecting the success of marketing organic Iranian agricultural products. This research has been done by qualitative approach using the grounded theory method. Data collection tools were semi-structured interviews. In order to collect information, by using the targeted sampling method, 12 marketing managers of companies producing organic agricultural products were interviewed. Data analysis was performed in three stages of open, central and selective coding, in which 343 key concepts and 111 codes and 32 sub-categories were identified and classified into 5 main categories including "Product-related factors", "Price-related factors", "promotion-related factors", "Consumer-related factors" and "Production-related factors". Finally, a comprehensive model of the factors influencing the marketing success of organic agricultural products is presented.
关键词：Marketing;organic agri‑cultural products;grounded theo
