Designing a Model of Green Strategic Intent in Manufacturing Companies (Case Study: Mashhad City)
Keywords:
Green strategic intent, manufacturing industries, grounded theory, sustainable development, environmental managementAbstract
This study aimed to design a conceptual model to explain green strategic intent in manufacturing companies, focusing on Mashhad, Iran. This applied research employed a qualitative method using grounded theory. Data were collected through semi-structured interviews with 30 experts, including academic scholars and industry managers in Mashhad. Participants were selected using snowball and purposive sampling. Data analysis followed Strauss and Corbin's three-stage coding (open, axial, and selective). A fuzzy Delphi technique was employed to validate the final model. The results identified green strategic intent as the central phenomenon influenced by six major components: causal conditions (e.g., green commitment and social responsibility), contextual conditions (e.g., organizational culture, public participation), intervening conditions (e.g., financing and social impact), strategies (e.g., green product development and supply chain management), and outcomes (e.g., sustainable development, innovation, human resources). A total of 72 key indicators were extracted and validated. The proposed model provides a comprehensive framework to support managers in manufacturing firms in adopting green strategies. It helps pave the way for sustainable and competitive production by identifying critical drivers of green intent and offering actionable strategic guidance.
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