دانشگاه پیام نور فصلنامه علمی آموزش محیط زیست و توسعه پایدار 2322-3057 12 4 2024 06 21 A Green Marketing Model Based on the Emotional Intelligence of Managers A Green Marketing Model Based on the Emotional Intelligence of Managers 147 162 11160 10.30473/ee.2023.66712.2600 FA Ali Yavari Ph.D. Student in Marketing Management, Faculty of Management, Economics and Accounting, Ajabshir Azad University, Ajabshir, Iran Hossein Qarebeiglo Assistant Professor, Faculty of Management, Economics and Accounting, Ajabshir Azad University, Ajabshir, Iran 0000-0002-5547-1040 Yaqub Alavimatin Assistant Professor, Faculty of Management, Economics and Accounting, Tabriz Azad University, Tabriz, Iran Naser Feqhi Farahmand Associate Professor, Faculty of Management, Economics and Accounting, Tabriz Azad University, Tabriz, Iran. Journal Article 2023 01 11 The main goal of this research was to design a green marketing model based on the emotional intelligence of Iran's oil industry managers. This research was conducted based on a mixed-methods approach, incorporating both qualitative and quantitative phases. In the first stage, the research was classified as qualitative with an exploratory approach, and in the second stage, it was descriptive-quantitative-survey research. In the qualitative phase, the purposeful and snowball sampling method was employed based on the saturation rule by conducting 18 interviews with managers of companies under the Ministry of Petroleum and university marketing professors. The data were analyzed using the Strauss and Corbin coding method and MaxQDA2020 software, and finally, the research paradigm model was presented. In the quantitative part, 384 managers and employees of Iran's oil industry were selected by stratified random sampling. The obtained model was validated using the partial least squares method and Smart PLS software. The research results indicated a positive and significant effect of causal conditions on the central phenomenon, as well as a positive and significant effect of background conditions, the central phenomenon, and intervention conditions on strategies. Also, strategies were found to have a positive and significant effect on the consequences of green marketing based on the emotional intelligence of managers. The main goal of this research was to design a green marketing model based on the emotional intelligence of Iran's oil industry managers. This research was conducted based on a mixed-methods approach, incorporating both qualitative and quantitative phases. In the first stage, the research was classified as qualitative with an exploratory approach, and in the second stage, it was descriptive-quantitative-survey research. In the qualitative phase, the purposeful and snowball sampling method was employed based on the saturation rule by conducting 18 interviews with managers of companies under the Ministry of Petroleum and university marketing professors. The data were analyzed using the Strauss and Corbin coding method and MaxQDA2020 software, and finally, the research paradigm model was presented. In the quantitative part, 384 managers and employees of Iran's oil industry were selected by stratified random sampling. The obtained model was validated using the partial least squares method and Smart PLS software. The research results indicated a positive and significant effect of causal conditions on the central phenomenon, as well as a positive and significant effect of background conditions, the central phenomenon, and intervention conditions on strategies. Also, strategies were found to have a positive and significant effect on the consequences of green marketing based on the emotional intelligence of managers. https://ee.journals.pnu.ac.ir/article_11160_351f7b6d932b5e468c1c62bba4e2c181.pdf