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Responsible Marketing: A Sustainable Approach for the Future of Iran's Insurance Industry
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Mojgan Babaei   , Mahshad Ghasemi * , Mohaddeseh Abdolrazaqi , Jafar Ramak |
| MA Graduate, Department of Management, Islamic Azad University, Zanjan Branch, Zanjan, Iran |
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Abstract: (10 Views) |
| The aim of this research is to design a model of responsible and sustainable marketing with emphasis on sustainable development in Iran's insurance industry. The present research is fundamental in terms of purpose and qualitative in terms of nature. In the qualitative section, data were collected through semi-structured interviews, and the grounded theory method was used for theorizing about the subject. The statistical population of this section consisted of 15 university professors and branch managers of Iran Insurance Company. After conducting the interviews, 137 initial codes, 35 axial categories, and 10 macro categories were extracted. The sampling method at this stage was the snowball approach. Data were analyzed using three types of coding: open, axial, and selective, and the relationships among the categories were mapped using MAXQDA20 software. The results showed that individual and psychological factors, social and cultural factors, and demographic characteristics affect responsible and sustainable marketing in the insurance industry. Furthermore, the complex competitive environment and motivational factors play a role in sustainable development. Sustainable development also brings about improved financial performance, enhanced employee efficiency, and increased effectiveness of marketing activities in Iran's insurance industry. |
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| Keywords: Responsible marketing, sustainable development, insurance industry, grounded theory. |
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Full-Text [PDF 580 kb]
(6 Downloads)
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Review: Research |
Subject:
Insurance Management
Received: 2026/11/6 | Accepted: 2026/08/21 | Published: 2026/08/21
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