طراحی الگوی ارزیابی ارزش ویژه برند سبز (مورد مطالعه؛ محصولات پژوهشکده گیاهان دارویی)

این مطالعه به دنبال طراحی الگوی ارزیابی ارزش ویژه برند سبز در حوزه گیاهان دارویی است، چرا که بازاریابی و برندسازی در حوزه‌ی گیاهان دارویی کشور با چالش های متعددی روبروست و یکی از معضلات عمده‌ی آن، عدم وجود الگویی جامع جهت ارزیابی ارزش ویژه برند سبز در این حوزه است. گیاهان دارویی به‌عنوان نوعی از محصولات سبز در سال های اخیر موردتوجه ویژه ای در جهان قرار گرفته اند، چرا که این محصولات به دلیل سازگاری با بدن، عوارض جانبی کمتر و تاکید سازمان بهداشت جهانی، یکی از پایه های اصلی درمانگری در قرن 21 محسوب می شوند. علیرغم شرایط اقلیمی مناسب در کشور، متاسفانه عرضۀ این محصولات، عمدتاً به شکل سنتی و بدون برند شناخته‌شده و معتبر صورت می پذیرد. پژوهش حاضر به لحاظ هدف، یک پژوهش کاربردی در حوزۀ گیاهان دارویی است که با یک رویکرد ترکیبی - اکتشافی به شناخت مولفه ها و ابعاد الگوی ارزیابی ارزش ویژه برند سبز می پردازد. مرحلۀ کیفی با شناسایی 54 منبع معتبر جهت شناخت مولفه های الگو شروع می شود، سپس در مرحلۀ کمّی، این داده ها مورد اعتبارسنجی و طبقه بندی انتزاعی قرار می گیرند. نتایج حاصله نشانگر آن است که سه بُعد اصلی الگوی پیشنهادی عبارت‌اند از: بُعد شناختی یا تجربی برند، بُعد تطبیقی یا قضاوتی برند و بُعد رابطه‌ای یا واکنشی برند که مجزا از یکدیگر نیستند و مکمل یکدیگر محسوب می شوند. الگوی پیشنهادی، ترکیبی از ادراک مصرف کنندگان و فعالیت های کارکنان را در تعیین ارزش ویژه برند سبز لحاظ نموده است. همچنین، برای نخستین بار با طبقه بندی 10 مولفۀ پُرتکرار در الگوهای موجود، سه بُعد انتزاعی تر و همبسته برای ارزیابی ارزش ویژه برند سبز معرفی می گردد.

designing a green brand equity (gbe) assessment model(case study: products of the research institute of medicinal plants)

1.introduction medicinal plants have a long history in therapy and are currently regarded as one of the primary foundations of treatment in both developing and developed countries (ekor, 2014). some researchers even argue that the medicines of the 21st century should be derived from plants, viewing them as the solution to future medical challenges (aghdaie & zardini, 2014). in recent years, medicinal plants, as a category of green products, have received significant attention globally due to their compatibility with the human body, reduced side effects, and endorsement by the world health organization as a key component of therapy in the 21st century. furthermore, medicinal plants represent a substantial portion of global trade, earning the title of “green gold” (moladoost & shahmoradi, 2020). however, despite the country's favorable climatic conditions, the marketing of these products is predominantly conducted in a traditional manner, lacking well-known and reliable brands. consequently, this study aims to develop a model for assessing green brand equity in the medicinal plant sector, as one of the primary challenges in branding these products is the absence of a comprehensive model for evaluating green brand equity in this field. thus, the main question of the current research is: what are the dimensions and components of the evaluation model for the green brand equity of products from the medicinal plants research institute, and how are they interconnected? 2.materials and methodsthe purpose of the current research is to conduct applied research in the field of medicinal plants, utilizing a mixed-exploratory method to identify the components and dimensions of the evaluation model of green brand equity. this is necessary due to the absence of a specific framework for assessing the brand equity of medicinal plants, which the researcher aims to establish. the classification model represents a type of exploratory design, where the qualitative stage focuses on identifying and classifying the components of the construct, while the quantitative stage is conducted to evaluate these results more accurately using statistical methods (tashakkori & teddlie, 2010). the qualitative phase begins with a systematic approach to identify and validate sources and components of the model, followed by the quantitative phase, which employs exploratory factor analysis to present a more precise and abstract classification of the findings from the previous stage.3.results and discussionthe results indicate that the three primary dimensions of the proposed model are as follows:the adaptive or judgmental dimension is related to customers' judgment and comparison of the green brand, which arise from the comparison of performance and expectations. the components of this dimension include green brand perceived quality (gbpq), green brand perceived value (gbpv), green brand satisfaction (gbs), and green brand credibility (gbc).•the cognitive or experiential dimension is related to the customer’s knowledge andperceptions of the green brand, the perception of which the subjective aspect is preferred. the components of this dimension are green brand awareness (gbaw), green brand associations (gbac), and green brand image (gbi) .•the relational or reactive dimension is related to customer interactions with the green brand, an interaction that leads to a favorable customer response. the components related to this dimension of the proposed model are green marketing (gm), green brand trust (gbt), and green brand l oyalty (gbl).4.conclusionin this study, a three-dimensional model has been developed that is not only comprehensive but also demonstrates good validity and reliability. the proposed model comprises three main abstract components, each containing related sub-components. in other words, the sub-components are interconnected in a hierarchical manner rather than being separate entities. for the adaptive or judgmental dimension of the green brand, the sub-component of gbpq has an effect on the gbpv (hue & oanh, 2023), and the gbpv is also effective on gbs (hue & oanh, 2023), and finally, gbs is also beneficial for gbc (shams et al., 2020; bougoure et al., 2016). also, for the cognitive or experiential dimension of the green brand, the component of gbaw affects gbac (brochado & oliveira, 2018; severi & ling, 2013), and gbac also affect the gbi (uggla, 2004). finally, for the components in the relational or reactive dimension of the green brand, gm is effective in gaining gbt (nguyen-viet, 2023; widyastuti et al., 2019; kurniawan, 2014), and gbt also has an effective role in gbl (nguyen-viet, 2023; martínez, 2015).overall, the research presents significant scientific and operational advancements in the branding of medicinal plants, as it adopts a hybrid approach and offers a distinct classification of the components of green brand equity. this model not only considers consumers but also acknowledges the role of employees in establishing green brand equity. also, while supporting the previous studies, it proposes a more comprehensive model to evaluate the green brand equity in the field of medicinal plants.