Background: Marketing has for many years been working to reduce environmental concerns by relying on ethics and presenting new marketing ideas such as green marketing. Therefore, the present study aimed to provide a model of the green marketing process in the pharmaceutical industry.
Method: This applied research was conducted with a mixed (quantitative - qualitative) approach. In the qualitative part, the methodology was based on data theory. The statistical population consisted of a group of experts (university professors, marketing consultants, and senior sales and marketing managers of pharmaceutical companies) among whom 11 were selected by snowball sampling. The interview tool was deep and unstructured. And the method of data analysis was open, axial and selective triple coding. In the quantitative part, the method was descriptive-correlational. The statistical population consisted of senior, middle and operational managers of pharmaceutical companies based in Tehran, 210 of whom were selected using simple random sampling. The research instrument was a researcher-made questionnaire. Finally, the data were analyzed using structural equation method.
Results: In the qualitative part, the findings led to the design of the research paradigm by the researchers, and quantitative findings confirmed 21 hypotheses taken from the model at the 0.05 level, which resulted in fitting and confirming the model.
Conclusion: In the qualitative part, the findings led to the design of the research paradigm by the researchers, and quantitative findings confirmed 21 hypotheses taken from the model at the 0.05 level, which resulted in fitting and confirming the model.