دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 An Investigating the effective factors of organizational performance management model in the public sector with emphasis on e-governance بررسی عوامل موثربر مدیریت عملکرد سازمانی در بخش دولتی با تاکید برحکمرانی الکترونیک 3356 10.22077/jgdms.2025.8710.1242 FA علی بهدانی دانشجوی دکتری،گروه مدیریت دولتی،واحد بیرجند،دانشگاه آزاد اسلامی،بیرجند،ایران زهرا رجائی استادیار گروه مدیریت دولتی دانشگاه پیام نور، تهران، ایران نور محمد یعقوبی استاد،گروه مدیریت،دانشکده مدیریت و اقتصاد،دانشگاه سیستان و بلوچستان،زاهدان،ایران 0000-0002-8178-7807 منیره صالح نیا استادیار،گروه مدیریت دولتی،واحدبیرجند،دانشگاه آزاد اسلامی،بیرجند،ایران Journal Article 2025 01 06 An Investigating the effective factors of organizational performance management model in the public sector with emphasis on e-governance<br /><br />Introduction<br />Achieving the organization's goals to the desired extent requires the proper use of human resources' capabilities and abilities, as well as providing facilities for developing talents and ultimately increasing employee productivity. Organizational performance of employees is an important issue for any organization. In an organization, each individual needs to be aware of his or her position in order to progress and achieve the set career goals. This awareness allows him or her to be aware of the strengths and weaknesses of his or her performance and behavior and to take the necessary measures to make his or her efforts more effective. Today, the growth of Internet connectivity and cloud computing helps citizens to modify their actions in a way that is appropriate for this technological development and to achieve the highest level of possibilities offered by the digital environment. E-governance is a concept created with the aim of increasing openness, efficiency, and accountability in the public sector, all while enabling citizens to access government services and information through digital channels. E-governance transforms the way governments and private companies conduct business in the digital age, making public sector operations more transparent, efficient, and accountable. Optimal use of information and communication technology tools in performance management in government organizations can lead to promotion and improvement of organizational performance. The purpose of this study is to investigate the factors affecting organizational performance management with emphasis on electronic governance. Therefore, this study seeks to investigate the issue of what are the factors affecting organizational performance management in the government sector with an electronic governance approach? The main objective of this research is to investigate the factors affecting organizational performance management in the public sector with an e-governance approach.<br /><br />Methodology<br />This research is applied in terms of purpose and is considered a descriptive-survey research conducted using a quantitative method. The statistical population of this research was group managers, experts and development assistants of the Management and Planning Organization, which numbered 160 people and the corresponding sample was 114 people based on the Morgan table, who were selected using the available sampling method. Information was collected through a researcher-made questionnaire in 2012-2013. Structural equation modeling method was used to validate the model in the quantitative part using AMOS software. According to previous studies and the opinions of experts and specialists, the effective factors (29 factors) on performance management were divided into 6 components (causal, main, contextual, interventional conditions, consequences and strategy)<br />Findings<br />Based on the theoretical foundations and previous studies and the opinions of relevant experts and specialists, the research components were classified into 6 dimensions (central, causal conditions, contextual, strategy, intervention, and consequences and strategy).<br />The central conditions component included 11 components: networking, transparency, accountability, resource sustainability, smart leadership, service quality, employee training, capacity building, rule of law, justice, and performance monitoring. The causal conditions included two subcomponents: knowledge management and change management. The contextual conditions also included policy-making components, support for studies, culture building, community capacity building, and governance infrastructure. The strategy component included four components: competitiveness, strategic document, interaction approach, and culture building program. Economic dynamism, competent human resources, government interventions, and financial resource attraction were considered as components of the intervention component. The outcome component also included three economic, social, cultural, and organizational outcomes. First, the correlation coefficients between the research components were estimated. Based on the research results, the correlation coefficients between all research variables were significant. After examining the assumptions required for structural equations, the research model was estimated using structural equations. According to the results obtained for the factor loading coefficients, it can be said that the designed model is statistically appropriate. Also, according to the results obtained, all factor loading coefficients were statistically significant (P<0.01), which indicates the significant effect of the aforementioned factors on performance management in organizations.<br /><br />Discussion and Conclusion<br />The main objective of this research is to investigate the factors affecting organizational performance management in the public sector with an e-governance approach. Based on the research results, causal factors (knowledge management and change management) are effective in organizational performance management in the public sector with an e-governance approach. According to the research results, all components of the background factor have been effective in evaluating performance in the public sector, and among these factors, e-governance infrastructure with a coefficient of 0.81, policymaking with a coefficient of 0.77, and support for studies with a coefficient of 0.74 had the most impact. Based on the results obtained, among the intervening factors of economic dynamics, attracting financial resources and competent human resources had the greatest impact on organizational performance management in the public sector with an e-governance approach, with coefficients of 0.85, 0.82, and 0.71, respectively. According to the research results, all dimensions of the pivotal factors component were effective on performance management in the public sector, and the greatest impact was related to resource sustainability with a coefficient of 0.86, service quality with a coefficient of 0.85, and networking with a coefficient of 0.81. According to the research results, among the factors related to the strategy component, culture building and the development of a leadership document had the greatest impact on organizational performance management in the public sector with coefficients of 0.84 and 0.77, respectively. The results of the research also showed that the consequences of organizational performance management in the public sector include economic consequences, socio-cultural consequences, and organizational consequences, and their coefficients were equal to 0.71, 0.76, and 0.87, respectively, and were statistically significant. فناوری اطلاعات و سیستم‌های مرتبط با آن، نقش عمده‌ای را در مدیریت عملکرد سازمان دارد. دولت الکترونیک با ارتقای سطح دسترسی شهروندان به خدمات دولتی، ضمن کاهش هزینه ها ، بهینه سازی و کاهش مصرف منابع و افزایش کیفیت خدمات عمومی می تواند گام موثری در راستای دستیابی آحاد بشر به محیط زیست سالم باشد. هدف اصلی این پژوهش، بررسی عوامل موثربر مدیریت عملکرد سازمانی در بخش دولتی با رویکرد حکمرانی الکترونیک است. این پژوهش بر اساس هدف، کاربردی می‌باشد و از نظر نوع پژوهش یک پژوهش توصیفی-پیمایشی محسوب می‌شود که به روش کمی انجام شده است. جامعه آماری این تحقیق مدیران گروه، کارشناسان و معاونین توسعه سازمان مدیریت و برنامه ریزی استان ها بودند که تعداد آن‌ها 160 نفر و نمونه متناسب با آن براساس جدول مورگان 114 نفر می‌باشد که به روش نمونه گیری دردسترس انتخاب شدند. اطلاعات از طریق پرسشنامه محقق ساخته در سال 1401-1402 جمع آوری گردید. روایی صوری، سازه و محتوایی پرسشنامه توسط خبرگان تأیید و برای تعیین پایایی از ضریب آلفای کرونباخ استفاده شد. برای اعتباریابی مدل در بخش کمی از روش مدلسازی معادلات ساختاری به وسیله‌ی نرم افزار AMOS استفاده شد. با توجه به مطالعات قبلی صورت گرفته و نظر صاحبنظران و متخصصان، عوامل موثر (29 عامل) بر مدیریت عملکرد به 6 مولفه ( شرایط علی، محوری، زمینه ای، مداخله ای، پیامدها و استراتژی) تقسیم گردید. نتایج تحقیق حاکی از معنی دار بودن تمامی ضرایب بارهای عاملی بوده (01/0>P) و این ضرایب بزرگ‌تر از 3/0 می‌باشد که نشان‌دهنده تاثیر تمام عوامل مذکور بر مدیریت عملکرد سازمانی می باشد. ازمیان عوامل مذکور پیامدهای سازمانی ،پایداری منابع، پویایی اقتصادی، فرهنگ سازمانی،کیفیت خدمات ،جذب منابع مالی، زیرساخت ها ی حکمرانی الکترونیک، شبکه سازی و مدیریت دانش بیشترین تاثیر را داشته اند.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 The impact of green financing on corporate sustainability: The moderating role of management commitment تأثیر تأمین مالی سبز بر پایداری شرکت ها: نقش تعدیل کننده تعهد مدیریت 3358 10.22077/jgdms.2025.8344.1211 FA کاوه پرندین استادیار، گروه حسابداری، دانشگاه پیام نور، تهران، ایران. 0000-0002-6798-5102 یاسر شیرزادی استادیار، گروه حسابداری، دانشگاه پیام نور، تهران، ایران. حسن قربانی کارشناس ارشد مدیریت دولتی، دانشگاه پیام نور، تهران، ایران پروانه مطیع استادیار، گروه حسابداری، دانشگاه پیام نور، تهران، ایران Journal Article 2024 10 28 Introduction: In today's competitive environment, commercial organizations try to increase their environmental balance with various activities with the aim of increasing value for their organization (Mijes, 2017). Therefore, banks now invest their diverse resources to compete through green financing, which allows them to achieve sustainable growth and performance (Pacheco et al., 2022). Hence, the banks plan to adopt and apply green financial concepts at the policy level and their business activities, expect sustainable growth and performance (Sharma et al., 2021). However, banks have not realized how much their green financing is worth to their company's sustainability. This caused green financing to be presented as a new policy at the level of banking policies and business activities (Zhang et al., 2022). Based on this, green financing can not only be considered as improving the sustainability of the company, but also helps to solve the basic problems of environmentally friendly companies. Researches have shown that green financing ensures the improvement of the efficiency of the allocation of financial resources, as well as the effective guidance for the flow of funds from energy-intensive to green and environmentally friendly industries (Magnum et al., 2022). Green financing in business activities and corporate activities improves the sustainability of the company. Investigating the impact of green financing on the sustainability of Iran Post Bank can help to identify and promote the role of this bank in achieving sustainable development goals. This will not only improve Post Bank's financial and environmental performance, but can also provide a successful model for other financial institutions in the country. Therefore, considering the importance of this issue, especially in the field of banking industry, as one of the important pillars of financing companies, on the one hand, and on the other hand, considering the one-sidedness of green financing and not considering other variables in the direction of financing Green financing of companies in internal researches, the purpose of this research is to investigate green financing on the sustainability of companies with the moderating role of management commitment in Post Bank of Yazd province. In the sense that the current research aims to convince the management of banks to attract more customers through the development and financing of sustainable products that are compatible with the environment by examining the effect of green financing and the commitment of management on sustainability in a sample of banks. It also has the aspect of innovation.<br /><br />Methodology: The current research is one of the types of research used with a quantitative approach and is included in the category of descriptive-correlational research. This research was conducted using the structural equation modeling research method and based on a standard questionnaire, and a variety of statistical indicators such as frequency, frequency percentage, tables and graphs were used to describe the collected data. Also, in the inferential statistics section, in order to answer the questions and check the research hypotheses, structural equation analysis and partial least squares (PLS) path analysis were used. The statistical population of the current study includes 290 managers and senior experts of Post Bank in Yazd province, the sample size was determined as 165 people based on Morgan's table, and sampling was done using simple random sampling. The data collection in this research is based on theoretical foundations based on library studies and in the field part based on the standard 23-item questionnaire of Daniel, it was based on the Likert scale.<br /><br />Findings: The analysis of the results from testing the first hypothesis regarding the positive and significant impact of green financing from the postal bank of Yazd province on the sustainability of companies in their financial operations indicates that, considering the standardized path coefficient of (0.318) and the t-statistic value of (5.283), which falls outside the range of (±1.96), it can be concluded that green financing has a significant impact on the sustainability of companies. Furthermore, the examination of the results from testing the second hypothesis regarding the moderating effect of management commitment on the relationship between green financing and the sustainability of companies shows that, based on the standardized path coefficient of (0.537) and the t-statistic value of (4.649), which also falls outside the range of (±1.96), it can be concluded that the impact of green financing on the sustainability of companies is positive and significant when moderated by management commitment.<br /><br />Discussion and conclusion: The analysis of the results from testing the first hypothesis indicates that green financing has a significant impact on the sustainability of companies. Specifically, as green financing improves, the sustainability of the company also improves, and conversely, a decline in green financing weakens the company’s sustainability. This finding is consistent with the results of studies by Daniel et al. (2023), Dezmonda et al. (2022), and Rouhani Rad (2022). Therefore, the conclusion drawn is that green financing can be effective in reducing hazardous gases and waste in the environment, and that sustainability in companies, while reducing environmental risks, leads to an increase in brand reputation and improvement in the financial performance of companies. The analysis of the results from testing the second hypothesis indicates that management commitment plays a moderating role in the impact of green financing on the sustainability of companies, and this role is positive and significant. Specifically, as management commitment improves, the impact of green financing on company sustainability also improves, while a decline in management commitment weakens the impact of green financing on sustainability. This finding is consistent with the results of studies by Daniel et al. (2023). This study concluded that the green financial practices of postal banks have a significant direct impact on the sustainability of companies. In other words, this indicates that the financial resources allocated and provided by banks to potential green companies and individuals have helped ensure that environmentally friendly projects are widely supported by green investment.<br />It is recommended that the board of directors and management of the postal bank consider the following points:<br />Offering Attractive Deposit Accounts: Provide deposit accounts with appealing interest rates and allocate funds for financing green projects.<br />Providing Low-Interest Loans: Offer low-interest loans for environmental projects such as renewable energy, energy efficiency optimization, and sustainable transportation.<br />Enhancing Green Financing Practices: Improve green financing practices through the allocation of green financial budgets, implementation of green methodologies, and compliance and oversight of green financial activities.<br />Mandatory Reporting for Borrowers: Require borrowing projects and companies to submit regular reports on their sustainability and environmental impacts.<br />Launching Awareness Campaigns: Initiate awareness campaigns among bank customers to encourage them to utilize green financial products. پژوهش حاضر با هدف تأثیر تأمین مالی سبز بر پایداری شرکت ها با تاکید بر نقش تعدیل کننده تعهد مدیریت در پست بانک استان یزد انجام شده است. این پژوهش از انواع پژوهش های توصیفی- همبستگی و از نوع کاربردی است. جامعه آماری این پژوهش کلیه ی مدیران و کارشناسان ارشد پست بانک در استان یزد است که حجم نمونه بر اساس جدول مورگان 165 نفر تعیین و نمونه گیری به شیوه ی تصادفی ساده انجام شد. جمع آوری داده ها در این مطالعه در بخش مبانی و پیشینه نظری با استفاده از شیوه ی مطالعات کتابخانه ای و در بخش میدانی بر مبنای پرسشنامه های استاندارد انجام شده است. روایی ابزار این پژوهش با استفاده از روایی صوری و روایی سازه آن با استفاده از روش تحلیل عاملی تاییدی و پایایی آن با استفاده از ضریب آلفای کرونباخ محاسبه شده است. روش تحقیق مورد استفاده در این پژوهش روش مدل یابی معادلات ساختاری و تحلیل داده ها با استفاده از نرم افزار SPSS 19 و Smart PLS3 انجام شده است. نتایج این پژوهش مؤید تایید همه فرضیات پژوهش است. بنابراین می توان گفت منابع مالی پست بانک که به شرکت‌ها و افراد سبز بالقوه واگذار شده است، کمک کرده تا این اطمینان حاصل شود که پروژه هایی که سازگار با محیط زیست هستند به طور گسترده با سرمایه گذاری سبز حمایت شده اند.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 Designing a Social Media Marketing Model to Influence the Purchase Decision-Making Process of Potential Customers for Green Residential and Commercial Buildings. طراحی مدل بازاریابی شبکه‌های اجتماعی در جهت تأثیرگذاری بر فرآیند تصمیم خرید مشتریان بالقوه ساختمان‌های مسکونی و تجاری سبز 3502 10.22077/jgdms.2025.8847.1254 FA حمزه حسن زاده اول دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران علی حسین زاده استادیار، گروه مدیریت بازرگانی، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران هادی بستام استادیار، گروه مدیریت، موسسه آموزش عالی تابران، مشهد، ایران Journal Article 2025 01 27 Introduction<br />The increasing importance of green residential and commercial buildings has drawn attention to the role of social media marketing in shaping consumer behavior. Understanding the impact of social media on the purchasing decision-making process of potential customers can provide valuable insights for promoting sustainable and environmentally friendly construction.<br /><br />Materials and Methods<br />This study was conducted with the aim of designing a social media marketing model to influence the purchasing decision-making process of potential customers in the green residential and commercial building market in Mashhad. The research was applied in terms of purpose and qualitative in terms of data collection method and was conducted using a grounded theory method. The statistical population of the study included 10 experienced management experts with more than 10 years of experience in the field of green residential and commercial building sales, business management professors with reputable articles in the field of sustainable development, book authors, and experts related to green architecture. Qualitative data were collected through in-depth and semi-structured interviews. Then, using a grounded theory and coding method, 40 components and 112 indicators were calculated. Finally, by extracting, integrating, and combining concepts and categorizing them into larger categories, a paradigmatic research model was presented. Analysis and extraction of the qualitative research model were carried out using MaxQda software.<br /><br />Findings<br />The results of the paradigm model showed that the central category includes digital marketing strategies, digital branding, customer relationship management, new sales techniques and analysis and optimization, causal conditions including property-related factors, manufacturer and brand-related factors, financial and economic factors, communication and information factors, social and cultural factors, factors related to customer needs and feedback, and technological factors, contextual conditions including technological and digital developments, market and demand changes, marketing and branding strategies, process and service improvement, human and specialized resource development, information management and transparency, collaboration and participation, infrastructure and legal requirements, and culture and experience, intermediary conditions including influential people, project stakeholders, buyers' social networks, media and platforms, experts and consultants, legal and professional institutions, informal intermediaries, and new technologies, strategies including content and information strategies, digital marketing strategies, interaction and communication strategies, service and customer experience strategies, financial and incentive strategies, and segmentation strategies. and goal setting and finally the consequences of this model include financial and performance consequences, brand-related consequences, sales process-related consequences, customer-related consequences, and challenges and risks.<br /><br />Conclusion<br />The proposed model shows that using these strategies can improve the sales performance of green buildings, increase the credibility and recognition of sustainable brands, accelerate the sales process, and increase customer satisfaction and loyalty to environmentally friendly buildings, while challenges such as misinformation management and privacy protection must be carefully managed. <br />. . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . . .. . .. . . . . . .. . .. . . . . . . این پژوهش باهدف طراحی یک مدل بازاریابی شبکه‌های اجتماعی برای تأثیرگذاری بر فرآیند تصمیم‌گیری خرید مشتریان بالقوه در بازار ساختمان‌های مسکونی و تجاری سبز شهر مشهد انجام‌شده است. روش تحقیق از نظر هدف کاربردی بوده و از نظر نوع تحقیق، در شمار پژوهش‌های کیفی به حساب می آید. جامعه آماری مورد مطالعه شامل 10 نفر از متخصصان دارای تجربه مدیریتی در زمینه معماری پایدار، خبرگان حوزه ساختمان‌های سبز، کارشناسان بازاریابی دیجیتال و اساتید رشته مدیریت بازرگانی بودند که به روش اشباع نظری برای مصاحبه عمیق انتخاب شدند. تحلیل داده های کیفی از طریق روش داده بنیاد و کدگذاری و به کمک نرم‌افزار مکس‌کیودا صورت گرفت. یافته‌ها نشان می‌دهند که شرایط اقتصادی، اجتماعی، فرهنگی و تکنولوژیک به‌عنوان عوامل علی، نقش کلیدی در شکل‌دهی به استراتژی‌های بازاریابی پایدار دارند. همچنین، مقوله‌های محوری شامل استراتژی‌های بازاریابی دیجیتال سبز، مدیریت ارتباط با مشتری آگاه به محیط‌زیست، برندینگ دیجیتال پایدار و تحلیل داده‌ها، به بهبود عملکرد فروش ساختمان‌های سبز، ارتقاء جایگاه برند پایدار و افزایش رضایت مشتریان منجر می‌شوند. شرایط زمینه‌ای و واسطه‌ای مانند نقش اینفلوئنسرهای حوزه پایداری، شبکه‌های اجتماعی خریداران آگاه به محیط‌زیست و رسانه‌های تخصصی ساختمان سبز نیز در موفقیت این استراتژی‌ها تأثیرگذار هستند. مدل پیشنهادی نشان می‌دهد که بهره‌گیری از این استراتژی‌ها می‌تواند به بهبود عملکرد فروش ساختمان‌های سبز، افزایش اعتبار و شناخت برند پایدار، تسریع فرآیند فروش و افزایش رضایت و وفاداری مشتریان به ساختمان‌های سازگاربامحیط‌زیست منجر شود، درحالی‌که چالش‌هایی نظیر مدیریت اطلاعات نادرست و حفظ حریم خصوصی باید به‌دقت مدیریت شوند.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 The Impact of Green Human Resource Management on Sustainable Performance: The Mediating Role of Green Process and Product Innovation and the Moderating Role of Responsible Leadership تاثیر مدیریت منابع انسانی سبز بر عملکرد پایدار : نقش میانجی نوآوری فرایند سبز و محصول سبز و تعدیلگری رهبری مسئولانه 3681 10.22077/jgdms.2025.9555.1316 FA سمیرا پور استادیار مدیریت رفتار سازمانی، دانشگاه بیرجند احسان محدث کارشناس ارشد مدیریت بازرگانی گرایش استراتژیک، دانشگاه بین المللی امام رضا Journal Article 2025 06 09 Introduction<br /><br />In recent decades, organizations have been compelled to adopt modern management strategies in response to growing environmental and competitive pressures. Green Human Resource Management (GHRM) has attracted attention as an innovative approach for integrating environmental considerations into HRM processes. With increased awareness about environmental issues and the necessity for sustainable development, organizations are driven to leverage their human resources in sustainable and environmentally friendly ways.<br /><br />In this context, the roles of green innovation in products and processes, along with responsible leadership styles, have become particularly significant in enhancing organizational sustainable performance. Understanding how GHRM affects sustainable performance—considering the mediating impact of green innovation and the moderating role of responsible leadership—is therefore a key concern. This research explores these relationships in knowledge-based companies situated in the Mashhad Science and Technology Park.<br /><br />Materials and Methods<br /><br />This research is applied in purpose and descriptive-correlational in method, adopting a field survey approach. The study population includes all employees of knowledge-based companies in Mashhad Science and Technology Park, totaling 600 individuals. According to Morgan’s table, a sample of 234 employees was selected using simple random sampling, ensuring equal selection probability for all members.<br /><br />A standardized questionnaire, adapted from Zehan & Makhbool (2024), was utilized for data collection. The instrument consisted of five sections: GHRM (12 items), green process innovation (4 items), green product innovation (4 items), responsible leadership (3 items), and sustainable performance (7 items), measured on a 5-point Likert scale (1 = strongly disagree, 5 = strongly agree).<br /><br />Content validity was confirmed by consulting domain experts, while construct validity was assessed by confirmatory factor analysis and the evaluation of convergent and discriminant validity. The reliability of the measures was determined using Cronbach’s alpha and composite reliability, both of which yielded acceptable values. Data analysis and hypothesis testing were carried out using Smart PLS software.<br /><br />Findings<br /><br />Data analysis indicated that GHRM had a significant and positive direct effect on sustainable performance (p < 0.05). The investigation of mediation showed that GHRM positively impacts both green product innovation and green process innovation, which in turn contribute significantly to sustainable performance. The mediation analysis confirmed that both types of green innovation play substantial intermediary roles in the relationship between GHRM and sustainable performance.<br /><br />Furthermore, the moderation analysis revealed that responsible leadership significantly enhances the impact of GHRM on sustainable performance. In organizations with higher levels of responsible leadership, the positive effects of GHRM on sustainable performance were stronger.<br /><br />All main hypothesized paths in the proposed conceptual model (based on Zehan & Makhbool, 2024) were supported and statistically significant. The following summarizes the primary findings:<br /><br />GHRM positively influences green process innovation (β > 0, p < 0.05)<br />GHRM positively influences green product innovation (β > 0, p < 0.05)<br />Both green process and product innovation positively influence sustainable performance (β > 0, p < 0.05)<br />Responsible leadership moderates and strengthens the relationship between GHRM and sustainable performance<br /><br />Discussion<br /><br />The findings underscore the critical role of GHRM in improving the sustainable performance of organizations, especially knowledge-based companies. These results align with previous studies (Nazari & Aazami, 2023; Gholami, 2023) highlighting the importance of green innovation in organizational long-term success.<br /><br />This study demonstrates that merely considering environmental issues within HRM is insufficient unless reflected in innovative processes and products. The development of green process and product innovations empowers organizations to minimize environmental impact, improve operational efficiency, and foster a culture of sustainability.<br /><br />The study also sheds light on the vital function of responsible leadership, which not only supports but also amplifies the effectiveness of green HRM practices. Responsible leaders guide organizations to adopt socially and environmentally conscious strategies, thus reinforcing the impact of GHRM on sustainable outcomes.<br /><br />By integrating human capital management with environmental innovation strategies and responsible leadership, organizations—particularly knowledge-based ones—can enhance their adaptability, drive long-term competitiveness, and create enduring value for society and stakeholders.<br /><br />Conclusion<br /><br />Based on the results, GHRM directly and indirectly contributes to sustainable organizational performance through enhancing green process and product innovation. The presence of responsible leadership moderates and intensifies these effects. It is therefore recommended that managers and policymakers promote green HRM policies, encourage a culture of green innovation, and develop responsible leaders to foster sustainable organizational development.<br /><br />Theoretically, this research contributes to the advancement of the analytical framework regarding the interplay between GHRM, green innovation, and responsible leadership. Practically, it provides actionable insights for managers of knowledge-based companies aiming for sustainable growth. Organizations are advised to invest in employee training, empowerment, and motivation to engage actively in green innovation, meeting increasing environmental regulations and creating sustainable value. مدیریت منابع انسانی سبز به عنوان یک استراتژی ضروری برای دستیابی به پایداری زیست محیطی در سازمان‌ها ظاهر شده است. با این حال، شکاف قابل توجهی در درک تأثیر مستقیم آن بر عملکرد پایدار وجود دارد. هدف این پژوهش، بررسی تاثیر مدیریت منابع انسانی سبز بر عملکرد پایدار از طریق نقش میانجی نوآوری محصول و فرایند سبز و تعدیلگری رهبری مسئولانه بوده ‌است. این پژوهش از حیث هدف،کاربردی و از حیث روش اجرا، پیمایشی است. جامعه آماری تحقیق حاضر، تمامی کارکنان شرکت‌های ‌دانش‌بنیان مستقر در پارک علم و فناوری مشهد با تعداد 600 نفر ‌می‌باشد. بر اساس جدول مورگان، تعداد اعضای نمونه 234 نفر و به روش نمونه‌گیری تصادفی ساده در نظر گرفته شده ‌است. ابزار جمع‌آوری داده‌ها پرسشنامه‌ی استاندارد برگرفته از پژوهش زیهان و مخبول (2024) بوده ‌است. جهت سنجش روایی صوری از نظر خبرگان و در خصوص روایی سازه از روایی همگرا و واگرا و تحلیل عاملی استفاده شده ‌است. جهت سنجش پایایی از آلفای کرونباخ و پایایی مرکب استفاده شد. تجزیه و تحلیل داده‌ها با نرم افزار اسمارت پی ال اس انجام شده است. نتایج نشان داد مدیریت منابع انسانی سبز بر عملکرد پایدار از طریق نقش میانجی نوآوری فرایند سبز و نوآوری محصول سبز تاثیر معناداری دارد. تاثیر مدیریت منابع انسانی سبز بر نوآوری فرایند سبز و نوآوری محصول سبز معنادار بود. همچنین، تاثیر نوآوری فرایند سبز و نوآوری محصول سبز بر عملکرد نیز معنادار گزارش شده است. در نهایت، نتایج نشان داد که مدیریت منابع انسانی سبز بر عملکرد پایدار تاثیر مستقیم دارد و رهبری مسئولانه این تاثیرگذاری را تعدیل ‌می‌کند.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 Investigating the mediating role of brand attitude in the relationship between green packaging and bulk products on willingness to pay بررسی نقش میانجی نگرش نسبت به برند در رابطه میان‌ بسته بندی سبز و محصولات فله‌ای بر تمایل به پرداخت 3682 10.22077/jgdms.2025.8367.1214 FA رضا نوروزی اجیرلو استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران 0000-0001-5787-6140 توحید علیزاده گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران. سیدمحمدرضا موحد مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران مسلم سلیمان پور گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران Journal Article 2024 11 03 <strong>Introduction</strong><br />Today, consumers are increasingly environmentally conscious and committed to adopting healthy lifestyles. Since they consider packaging as a source of waste, they prefer to buy more environmentally friendly packaged goods or, if available, purchase unpackaged goods. Consumers often find environmentally friendly packaging to be too expensive. Understanding consumers’ attitudes towards sustainability is essential in order to assess their willingness to pay more for environmentally friendly products. Companies may encourage consumers to exhibit environmentally friendly behaviors by offering recyclable or biodegradable packaging or by eliminating excess packaging. As a result, companies are improving their environmental offerings by selling sustainably packaged products or bulk products. Health concerns are a powerful driver of pro-environmental purchasing behavior. The most effective way to promote environmentally friendly packaging is to set packaging standards and regulations, and enterprises adopt greening for various reasons such as compliance with laws, gaining competitive advantage, shareholder pressure, and top management initiatives. While assuming social responsibilities and facing fierce competition, companies are gradually realizing the importance of creating a green image to highlight their environmental awareness and social responsibility. Dairy product packaging using plastic constitutes the main consumer waste due to its relatively low recycling rate. This has prompted environmental researchers to explore the discussion on how to reduce packaging waste by studying the behavior of dairy consumers. For consumers, packaging and environmental friendliness are two complex environmental issues. This study compares two packaging practices (i.e., sustainable packaging products and bulk products). The aim of this study is to investigate the difference between green and bulk packaging practices in willingness to pay for the product with the mediating role of attitude towards the brand.<br /><strong>Methodology</strong><br />The present study is of correlational type and according to the purpose of the study, it is of applied type and the data collection was done in the field. The statistical population of this study was the consumers of dairy products in Tehran province, who completed 384 questionnaires using the Cochran formula using the available sampling method. In this context, the general framework of questions of the Green Packaging and Bulk Products Questionnaire by E. Di Canio (2023), Brand Attitude by Crystallis and Christo (2013), and Akbari's research (2014) were used, which were provided to the research participants, and the validity and reliability of these questionnaires had been confirmed in previous research.<br /><strong>Findings</strong><br />According to the findings, the path coefficients from green packaging and bulk products to willingness to pay for the product indicate that different green packaging methods and bulk products affect the willingness to pay for the product. Also, according to the path coefficients from green packaging and bulk products to brand attitude, it is concluded that different green packaging methods and bulk products affect brand attitude and are significant at the 0.05 error level. From brand attitude to willingness to pay for the product, it is concluded that brand attitude affects willingness to pay for the product. Based on the results of composite reliability, extracted variance, model determination coefficient and goodness of fit index, we concluded that the model presented in the field of path analysis has appropriate empirical-theoretical assumptions and has a very good fit. Therefore, the main hypothesis of the study, namely, green and bulk packaging methods affect willingness to pay through the mediation of brand attitude, is confirmed.<br /><strong>Discussion and Conclusion</strong><br />According to the results of this study, bulk products had a greater impact on the willingness to pay for the product compared to green packaging. The results of this hypothesis are consistent with the results of the study by Ghanji et al. (2022), Dariy et al. (2021), and Mahmoud et al. (2022). According to the findings of the study, an important point that we have reached is that although the effect of bulk products on the willingness to pay for the product is greater, despite the effect that green packaging has on brand attitude, the overall effects of green packaging on the willingness to pay for the product are greater through the mediation of brand attitude. Green and bulk packaging methods have an effect on the willingness to pay through the mediation of brand attitude. These results are similar to the results of the study by Dariy et al. (2021), Di Canio et al. (2023), Mahmoud et al. (2022), and Vahid et al. (2018). Green packaging had a greater impact on brand attitude compared to bulk products, meaning that people in the community like products that are environmentally friendly due to environmental concerns. In the present study, most dairy consumers were environmentally conscious and had a certain willingness to pay for green products. It was believed that green packaging has a great impact on improving the environmental environment, and its purchase and use can lead to better social recognition. Dairy companies should try to improve the use of recyclable materials in the production process, the level of information about environmental management for consumers. Factors that influenced consumers' willingness to pay for green packaging were; reusability, ease of use, social support, and advertising. It is suggested that the government and non-profit social organizations should make more efforts to promote environmental protection. On the one hand, social media and the Internet, along with social speeches and advertising, should cooperate to publicize knowledge about green packaging and improve consumers' recognition of green packaging. The government should consider more incentives for dairy companies that use green packaging in the production process, so that these companies can use recyclable and biodegradable raw materials in dairy packaging to enable recycling and reuse. از نظر طرف‌داران محیط‌زیست، چندین جایگزین بسته‌بندی وجود دارد، از بسته‌بندی‌های پایدار گرفته تا محصولات بسته‌بندی نشده. مصرف‌کنندگان اغلب بسته‌بندی‌های حامی محیط‌زیست را بسیار گران می‌دانند. درک نگرش مصرف‌کنندگان به توسعه پایداری به‌منظور ارزیابی تمایل آنها به پرداخت بیشتر برای محصولات حامی محیط‌زیست ضروری است. این مطالعه دو شیوه بسته‌بندی (محصولات بسته‌بندی پایدار و محصولات فله ای) را با هم مقایسه می کند. هدف این مطالعه بررسی تفاوت بین شیوه های بسته بندی سبز و فله ای در تمایل به پرداخت برای محصول با نقش میانجی نگرش نسبت به برند می باشد. پژوهش حاضر از نوع همبستگی و با توجه به هدف از نوع  کاربردی است و جمع‌آوری اطلاعات به شکل میدانی انجام گردید. جامعه آماری این پژوهش، مصرف کنندگان محصولات لبنی استان تهران بودند که به روش نمونه گیری دردسترس تکمیل شد. در این زمینه، از چارچوب کلی سؤالات پرسش‌نامه بسته بندی سبز و محصولات فله ای دی کانیو(2023)، نگرش به برند کریستالیس و چریسچو (2013) و از پژوهش اکبری (2014) استفاده شده است که در سابقه تحقیقات قبلی، روایی و پایایی این پرسش‌نامه‌ها تأیید شده بود. برای تعیین ارتباط علی بین متغییرها، تحلیل‌های آماری با استفاده روش معادلات ساختاری و با استفاده از نرم‌افزار SPSS 23و  SMART– PLS 3انجام ‌شده است. نتایج پژوهش حاضر نشان داد مصرف کنندگان محصولات فله ای را در مقایسه با محصولات بسته بندی سبز به جهت هزینه پایین ترجیح می دهند. ولی محصولات سبز با تاثیری که بر نگرش مصرف کنندگان ایجاد می کنند و تاثیری که این نگرش بر تمایل به پرداخت محصولات سازگار با محیط زیست دارد در مجموع اثر بیشتری بر تمایل به پرداخت و خریدهای مصرف کنندگان می گذارد. دولت باید مشوق های بیشتری را برای شرکت‌های لبنی که از بسته‌بندی سبز در فرایند تولید استفاده می‌کنند، درنظر گیرد تا این شرکت‌ها با استفاده از مواد اولیه قابل بازیافت و زیست تخریب پذیر در بسته بندی های لبنیات امکان بازیافت و استفاده مجدد را فراهم آورند.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 Determining predictors of satisfaction with green space and its management (case study of Mashhad) تعیین پیش بینی کننده های رضایتمندی از فضای سبز و مدیریت آن(مورد مطالعه، مشهد) 3710 10.22077/jgdms.2025.9122.1282 FA رستم صابری فر دانشگاه پیام نور Journal Article 2025 03 16 Introduction: A key component of urban nature is urban forests. urban nature may lead to multiple social and psychological benefits. Urban forests dominate many people’s experiences of urban nature, support urban biodiversity, and generate important urban ecosystem services as well as health and wellbeing benefits. Experiences in different countries show that the only solution for developing cities is nature-based solutions. But such approaches depend on how societies think about nature. This issue is more important in projects to develop and equip urban green spaces. However, understanding these categories and using them in management and implementation poses problems. Therefore, despite the benefits of these tools in the development and equipment of green spaces, their use is not very common. The assumption of this study was that people's values through three categories of trust, knowledge, and belief are appropriate predictors for determining the level of satisfaction with green space and the management of this complex in the city of Mashhad.<br /><br />Methods: The present research was carried out in a descriptive and analytical way to clarify some of the hidden angles of this field. The required data was collected using a researcher-made questionnaire from a sample of 385 people. Analysed these data to understand the differences in values, beliefs, and attitudes towards urban trees by metropolitan area using mean analysis approaches; and modelled the relationships between values, beliefs, and attitudes, as well as other cognitive and social-ecological context factors, using regression approaches. We measured people’s knowledge of urban trees related using a 4-item multidimensional scale based on Jones et al. (2013) and Davis and Jones (2014). Each item was rated in a 5-point knowledge scale. We measured two themes of knowledge, including stewardship (i.e., ‘planting a tree’ and ‘taking care of a tree) and species (i.e., ‘identify trees native to the area’ and ‘knowing the names of trees’).<br /><br />Results: This study is a big step to understanding whether people’s perceptions of urban nature are context dependent or stable across different urban contexts. Furthermore, this study helps to reveal how these perceptions reveal cognitive links between nature experiences and human health and wellbeing. In general,this study is a small step to understanding whether people’s perceptions of urban nature are context dependent or stable across different urban contexts. In fact, in all sectors, there is a positive and significant relationship between values, beliefs, trust and satisfaction and other social and demographic characteristics. Of course, each of the variables has a different impact on the type of values and beliefs that exist. According to this information, except for residence in the main parts of the city, the way of environmental care and organization, at least one or more significant relationships are visible in all variables related to values and beliefs. The relationship between nature and this component is significant: Level of subjective well-being, care methods, attention to various species, etc. with categories of trust at the method and competence level; satisfaction with welfare components and ecological dimensions, and satisfaction index with the management of such spaces for the sections of appropriateness, timing, and adequacy of relevant measures, In this section, the only variable that did not establish a significant relationship with the categories of trust, satisfaction with green spaces, and the management sector in any of the sections was the gender variable. Connection with nature is considered the most important predictive element. So that in the section of cultural values and categories, this element is considered the most important factor, with the number 5 assigned to it. According to the calculations performed in this study, it can be stated that the model fit has been confirmed and the designed model can be used in relation to the use of values, beliefs, trust, and satisfaction in the organization and management of urban green spaces. Overall, the results showed that policies at the national and local levels affect the approaches people take, and satisfaction and trust are formed when urban green spaces provide the necessary socio-ecological benefits to residents. Therefore, understanding the connection with nature is essential for predicting abstract cognitions. Differences in the composition and structure of vegetation also affect people's attitudes and preferences.<br /><br />Discussion and Conclusion: This study showed that, abstract perceptions about urban trees, expressed through the cognitive constructs of values and beliefs, were strongly held and were mostly positive. These findings are supported by previous research on people’s perceptions of the benefits of urban trees. Of course, differences in the composition and structure of vegetation affect people's attitudes and preferences. According to the findings of this study, despite the positive attitude observed towards green spaces, such a view is less conceivable in relation to officials. Perhaps the main reason for this is that top-down decisions generally lead to reduced participation. In fact, municipalities, like most public and government organizations, have not been very successful in attracting public participation. One of the most important reasons for this is the inattention of these organizations to the polar needs of the people. Based on the findings of this study, understanding the connection to nature is not only useful but also necessary for predicting abstract cognitions (i.e., values and beliefs) related to nature. Based on the results obtained in this study, satisfaction and trust are formed when urban green spaces provide the necessary socio-ecological benefits to residents. This concept can be measured through outward reactions and cognitive constructs. This research revealed that policies at the national and local levels incredibly influence the approaches people take. For example, the bottom-up approach makes it possible to know how much and what type of green space people consider and in which sectors they attach more importance to the need for development. In fact, people's values and beliefs about urban green spaces are often positive and usually sustainable, but this trend is not the case with regard to the management of this area. Nevertheless, Further conceptual and empirical work is needed to show how other cognitive or social-ecological context factors, such as level of community engagement related to urban forests, may influence the different cognitive constructs behind people’s perceptions. تجارب حاصل در کشورهای مختلف نشان می دهد که یگانه راهکار توسعه شهرها، راه حلهای مبتنی بر طبیعت است. اما چنین رویکردهایی به نحوه تفکر جوامع در مورد طبیعت بستگی دارد. نوع نگاه مردم به طبیعت هم به ارزشها، باورها و نگرش آنان مربوط است. در پروژه های توسعه و تجهیز فضاهای سبز شهری این مسئله اهمیت بیشتری دارد. اما شناخت این مقولات و استفاده از آنها در مدیریت و اجرا، مشکلاتی به همراه دارد. بنابراین، علی‌رغم مزایای این ابزارها در توسعه و تجهیزات فضاهای سبز، بهره مندی از آنها چندان معمول نیست. فرض این بررسی آن بود که ارزش‌های مدنظر مردم از طریق سه مقوله اعتماد، دانش و باور پیش بینی کننده های مناسبی برای تعیین میزان رضایتمندی از فضای سبز و مدیریت این مجموعه در شهر مشهد می باشد. برای آزمون این فرض، از روش تحقیق توصیفی و تحلیلی استفاده گردید. داده های مورد نیاز با استفاده از پرسشنامه محقق ساخته از نمونه ای به حجم 385 نفر گردآوری شد. داده های به دست آمده با استفاده از میانگین، رگرسیون خطی تعمیم یافته و تحلیل معادلات ساختاری تجزیه و تحلیل گردید. نتایج نشان داد که سیاست گذاری ها در سطوح ملی و محلی، رویکردهای مورد توجه مردم را تحت تاثیر قرار می دهد و رضایت و اعتماد زمانی شکل می گیرد که فضاهای سبز شهری امتیازات اجتماعی-اکولوژیکی لازم را در اختیار ساکنین قرار دهد. بنابراین، درک ارتباط با طبیعت برای پیش‌بینی شناخت‌های انتزاعی ضروری می باشد. همچنن تفاوت در ترکیب و ساختار پوشش گیاهی بر نگرش ها و ترجیحات مردم اثرگذار است. به طورکلی، ارزش ها و باورهای مردم اغلب نسبت به فضاهای سبز شهری مثبت و معمولا هم پایدار می باشد، اما این روند در ارتباط با مدیریت این حوزه چنین نیست.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 Qualitative Analysis of Challenges of Developing Green Businesses in Agriculture: A Case Study of Kurdistan Province تحلیل کیفی چالش های توسعه کسب و کارهای سبز در کشاورزی: مطالعه موردی استان کردستان 3711 10.22077/jgdms.2025.8326.1210 FA محمود حاجی رحیمی گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه کردستان، سنندج، ایران کیانا بهمن زاد گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه کردستان، سنندج، ایران Journal Article 2024 10 24 Introduction<br /><br />Agriculture is one of the largest and most vital sectors of the global economy, playing a crucial role in meeting the food demands of the world's population. With an estimated 8 billion people currently dependent on agricultural production, the sector directly and indirectly employs over 2 billion people and produces about $1.5 trillion in food annually. The global population is expected to reach 10 billion by 2050, increasing pressure on agricultural systems, while exacerbating issues such as migration and environmental degradation (World Bank, 2023). The significance of agriculture is especially pronounced in developing countries (Alston & Pardey, 2014), where it often forms the backbone of economic activity. In Iran, the agricultural sector contributes approximately 80% of the country’s domestic food production and holds a major share in employment and the Gross Domestic Product (Khaledi and Kazemi, 2018). However, Iranian agriculture faces a host of challenges. These include a lack of long-term strategic planning, instability in agricultural resources, groundwater shortages, poor coordination between water management and agricultural programs, high production costs, insufficient investment, high interest rates, climate change impacts, inadequate support for agricultural privatization, supply chain issues, and limited access to modern technologies (Keshavarz, 2021). Green agriculture and sustainable farming practices have emerged as potential solutions to these challenges, emphasizing environmental conservation, economic development, and improved quality of life in rural areas. Green farming incorporates methods such as ecological intensification, productive conservation, and sustainable development to align international and local goals for improving production systems, increasing land productivity, and reducing greenhouse gas emissions (Rezaei et al., 2016). Green agriculture offers a number of key benefits, including soil and water conservation through optimized practices like drip irrigation and crop rotation; reduced chemical use by adopting biological controls and natural pest management strategies; lower greenhouse gas emissions via carbon management and renewable energy; and increased productivity and soil fertility through technological advancements. Additionally, the recycling of organic materials, such as composting agricultural and livestock waste, contributes to waste reduction and nutrient cycling. These practices not only preserve biodiversity and enhance water and air quality but also support local economic development and sustainability. The agricultural economy of Kurdistan Province is particularly important, accounting for 25% of its Gross Domestic Product (GDP) and 30% of its employment. Key products from the province include wheat, strawberries, potatoes, walnuts, chickpeas, grapes, and both white and red meat, giving Kurdistan a significant standing in national agricultural production. The region’s substantial agricultural potential makes it a central focus for development, with priorities including increasing irrigated land, enhancing per-hectare productivity, expanding value-added agricultural industries, and reducing waste (Eskandari, 2022). Despite the recognized benefits of green agriculture, several barriers hinder its expansion in Iran. This study aims to identify these challenges and suggest actionable solutions for promoting green agriculture in Kurdistan Province. The research highlights three primary categories of barriers: economic and policy-related obstacles, infrastructural constraints, and educational and cognitive challenges.<br /><br />Methodology:<br /><br />This study employs a qualitative research approach, using descriptive-survey methods to gather and analyze data. The process of data collection unfolded in three stages. The first stage involved a comprehensive literature review, focusing on articles, books, and digital sources related to green agriculture and the obstacles to its development. In the second stage, semi-structured interviews and surveys were conducted with 19 experts from academia, the Kurdistan Province Agricultural Organization, and local green business owners. Their insights were collected to better understand the specific challenges facing green agriculture in the region. In the third stage, the qualitative data was coded and analyzed using MAXQDA software, enabling the categorization of key themes and barriers.<br /><br />Findings:<br /><br />Based on the analysis of expert opinions, previous studies, and collected data, the barriers to green agriculture in Kurdistan Province fall into three main categories: policy and economic barriers, macro-level and infrastructural barriers, and cognitive and educational barriers. Each of these categories comprises several subcategories, which are outlined as: (1) Policy and Economic Barriers; including inefficient government policies and economic instability. For example, certain agricultural subsidies, rather than encouraging green practices, have promoted unsustainable resource exploitation. Fluctuations in currency and pricing policies have weakened local agricultural competitiveness, while high inflation and interest rates deter investments in the agricultural sector, particularly in green farming. (2) Macro-Level and Infrastructural Barriers: Kurdistan’s agricultural infrastructure suffers from significant gaps. Many areas lack adequate access to transportation, telecommunication networks, and reliable electricity, all of which are essential for green agriculture. Additionally, the fragmented ownership of farmland and the lack of long-term land use planning increase the uncertainty of investments in green farming. Water shortages and frequent power cuts during peak agricultural seasons further compound these issues. (3) Cognitive and Educational Barriers: The average age of farmers in Kurdistan is high, and their education levels are often mismatched with the technical needs of green farming. There is also a weakness in the agricultural extension services, which tend to employ top-down approaches rather than engaging farmers in participatory learning. The lack of intellectual property rights protection further discourages innovation and entrepreneurship in green farming.<br /><br />Discussion and Conclusion:<br /><br />The results indicated that the most significant challenges to the development of green agricultural businesses in Kurdistan Province were identified and categorized into three main areas: policy and economic challenges, macro and infrastructural challenges, and cognitive and educational challenges. These findings align with the results of Makki et al. (2020), Marin et al. (2015), and Ulutas & Alkaya (2012) (2012). Based on these findings, it is recommended that economic stability be considered the country’s top priority in the development of green agricultural businesses. Macro and infrastructural challenges, as the second set of key obstacles to green agricultural development, were categorized into two main groups: weakness in infrastructure development and exploitation systems, and uncertainty. This result is consistent with the findings of Gharaiepour and Safari (2015), Rezaei et al. (2018), and Malek-Saeedi and Memarbashi (2023). In light of this finding, it is recommended that relevant authorities, particularly at the national and provincial levels, pursue special budget allocations to compensate for these infrastructural shortcomings. Finally, cognitive and educational challenges, including issues such as illiteracy and low literacy, the advanced age of farmers, and education that is inadequate and mismatched with the modern needs of agriculture, were identified as other significant obstacles to the development of green agriculture in Kurdistan Province. This part of the findings aligns with the results of Rezaei et al. (2018) and Malek-Saeedi and Memarbashi (2023). In this regard, it is suggested that educational and extension programs in green agriculture focus on improving agricultural literacy and motivating younger generations to remain in rural areas and engage in agricultural businesses. planning, ensuring that optimal farming models and other innovations are implemented in line with the real needs of the market and farmers’ capabilities. در پاسخ به چالش‌های اساسی کشاورزی در ایران، توسعه کسب‌وکارهای سبز به‌عنوان یکی از راهکارهای مؤثر برای دستیابی به کشاورزی پایدار و حفاظت از محیط‌ زیست مطرح است. این مطالعه با هدف شناسایی موانع و چالش‌های گسترش کسب‌وکارهای سبز کشاورزی در استان کردستان، از روش دلفی بهره برده و داده‌ها را از طریق مصاحبه و پرسشنامه نیمه‌ساختارمند با ۱۹ نفر از خبرگان دانشگاهی، کارشناسان جهاد کشاورزی، و فعالان این حوزه گردآوری کرده است. در گام نخست، مروری کتابخانه‌ای بر منابع علمی مرتبط انجام شد و اطلاعات به‌صورت فیش‌های کامپیوتری سازمان‌دهی شدند. سپس با استفاده از نرم‌افزار MAXQDA داده‌های کیفی گردآوری‌شده تحلیل و کدگذاری شدند. نتایج نشان داد چالش‌های توسعه کسب‌وکارهای سبز کشاورزی در کردستان در سه محور اصلی قابل طبقه‌بندی‌اند: چالش‌های سیاستی و اقتصادی، چالش‌های کلان و زیرساختی، و چالش‌های شناختی و آموزشی. در این میان، چالش‌های سیاستی و اقتصادی، به‌ویژه ناکارآمدی سیاست‌ها و بی‌ثباتی اقتصادی، بزرگ‌ترین موانع توسعه کسب و کارهای سبز در استان کردستان محسوب می‌شوند. بر این اساس، ایجاد ثبات اقتصادی به‌عنوان اولویت نخست برای توسعه کشاورزی سبز پیشنهاد می‌شود. راهکارهای ارائه‌شده در این پژوهش می‌توانند به سیاست‌گذاران و ذی‌نفعان کمک کنند تا با تمرکز بر این چالش‌ها، مسیر توسعه پایدار را در استان کردستان و سایر مناطق هموار سازند.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 Countries' Commitment to the Right to Access Information in the Anthropocene Era: Preventing Greenwashing تعهد کشورها بر حق دسترسی به اطلاعات در عصر آنتروپوسن: پیشگیری از سبزشویی 3713 10.22077/jgdms.2025.8894.1258 FA محمد رضا رشنوادی دانشجوی مقطع دکتری دانشکده حقوق دانشگاه قم احمد رضا توحیدی دانشار دانشکده حقوق دانشگاه قم علی مشهدی دانشیار دانشکده حقوق دانشگاه قم 0000-0001-8439-1384 Journal Article 2025 02 05 This research, using an analytical-descriptive method, examines the challenges and strategies for preventing greenwashing in the Anthropocene era and the role of the right to access information in this process. Climate change, as one of the greatest threats to human rights, requires transparent and accurate information to counter greenwashing and ensure the accountability of governments and companies in this regard. The use of international rules such as the Aarhus Convention, aimed at international cooperation, is considered vital for increasing transparency and preventing the dissemination of false information. Thus, in the discussion of the right to access information as a tool for preventing greenwashing, the role of civil society and the media in raising public awareness, and the necessity of international cooperation to combat it, are of utmost importance and demonstrate the real commitment of governments to create necessary and appropriate grounds for access to such information. Human rights and the environment are inherently intertwined, and the process of forming environmental human rights, especially after the issuance of the Stockholm and Rio Declarations, shows that human rights (despite older documents) and the environment have developed in parallel to this day. Although recent years have seen numerous international actions to identify the obligations of countries and their nature in reducing greenhouse gas emissions, many challenges, including the real willingness of governments and large companies to achieve this issue, still exist. Climate change, as one of the greatest threats to ensuring and protecting human rights globally, can be observed in various areas such as water security and air pollution, with the occurrence of dust storms and prolonged droughts in our country being evidence of this claim. Climate change also threatens the achievement of sustainable development and the future of humanity, which can lead to widespread violations of human rights. In the Anthropocene era, where human activities have profoundly affected the natural functioning of the Earth, the importance of access to accurate and transparent information to prevent further deterioration of conditions is more evident than ever. The right to access information can be considered both an individual and collective right, encompassing the right to be informed about any subject that has a negative or potentially negative impact on the environment. This obligation creates a duty for government officials to provide accurate and complete information about the environmental consequences of development projects, the presence of pollutants, or industrial or agricultural waste, with the aim that individuals and communities can meaningfully participate in decision-making and prevent actions such as greenwashing by major international actors through concealing information or providing false information. This technique, often used to promote erroneous solutions to the climate crisis, not only fails to reduce climate change but also allows the harmful emission of gases to continue under the guise of human rights. This research seeks to answer the question of how the right to access information in the Anthropocene era can help prevent greenwashing by governments and companies, and what strategies and tools exist to identify and combat greenwashing. The environment, as a highly important value, needs protection through various legal means. In this regard, the right to access information, as a procedural right that complements the right to participate in decision-making processes, is of utmost importance. The results of this research show that the right to access information in the Anthropocene era can be an effective tool for preventing greenwashing and increasing the accountability of governments and companies. Transparent and accurate information not only increases public awareness but also enables meaningful public participation in environmental decision-making. The use of legal frameworks and international standards, such as the Aarhus Convention and international cooperation, are vital tools for increasing transparency and preventing the dissemination of false information. The active role of civil society and the media in ensuring information transparency and combating greenwashing is of great importance. These institutions can contribute to increasing transparency and reducing greenwashing by publishing reports and scientific data, monitoring the performance of companies and governments, and organizing educational and awareness programs. International cooperation between governments and international organizations can help exchange experiences, develop international standards, and strengthen national and local capacities. These collaborations can also aid in developing digital platforms for sharing information related to climate change and human rights and ensuring public participation in decision-making. The use of modern technologies, especially artificial intelligence, can improve the management and access to information and facilitate international cooperation and the exchange of successful experiences between countries in the field of the right to access information. چکیده:<br /><br />با افزایش نگرانی‌های جهانی نسبت به تغییرات اقلیمی، ضرورت شفافیت اطلاعات زیست‌محیطی بیش از پیش نمایان شده است سبزشویی، ارائه اطلاعات گمراه‌کننده درباره پایبندی به استانداردهای زیست‌محیطی، یکی از چالش‌های مهم در عرصه سیاست‌گذاری اقلیمی است که موجب کاهش اعتماد عمومی و تضعیف حقوق مصرف‌کنندگان می‌شود این پژوهش با هدف تحلیل نقش دسترسی آزاد به اطلاعات زیست‌محیطی در مقابله با سبزشویی، میزان تعهد دولت‌ها و شرکت‌ها به شفافیت، و بررسی ابزارهای نظارتی و حقوقی مؤثر انجام شده است روش تحقیق، مبتنی بر رویکرد توصیفی-تحلیلی، قوانین بین‌المللی، استانداردهای محیط‌زیستی، و اصول حقوق مصرف‌کنندگان را بررسی کرده است یافته‌ها نشان می‌دهند که کمبود شفافیت موجب افزایش نابرابری‌های اقلیمی و گمراهی مصرف‌کنندگان شده است بسیاری از شرکت‌ها، بدون تعهد واقعی به کاهش اثرات زیست‌محیطی، تصویری پایدار از خود ارائه می‌دهند در ایران نیز ضعف زیرساخت‌های اطلاعاتی، نبود استانداردهای الزام‌آور، و کمبود نظارت مستقل موجب کاهش شفافیت در ارائه داده‌های اقلیمی شده است عدم اجرای قوانین شفافیت زیست‌محیطی در کشور، در کنار عدم انتشار داده‌های دقیق درباره میزان آلودگی و اثرات توسعه صنعتی، زمینه‌ساز افزایش سبزشویی نهادی شده است . نتایج پژوهش تأکید می‌کند که مقابله با سبزشویی نیازمند نظارت عمومی، مشارکت جامعه مدنی، و سازوکارهای حقوقی قوی‌تر برای الزام دولت‌ها و شرکت‌ها به انتشار داده‌های دقیق است در ایران، اصلاح قوانین مرتبط با دسترسی آزاد به اطلاعات محیط‌زیستی و توسعه سامانه‌های ملی گزارش‌دهی، ابزارهای کلیدی برای تحقق عدالت اقلیمی محسوب می‌شوند .

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 From Going Green to Brand Building: The Impact of Green Economy Approaches on Strengthening Brand Image از سبز شدن تا برند شدن: تأثیر رویکردهای اقتصاد سبز بر تقویت تصویر برند 3717 10.22077/jgdms.2025.9100.1280 FA محمدمهدی شایانفر گروه مدیریت، دانشگاه پیام نور، تهران، ایران ساناز شفیعی گروه مدیریت فناوری اطلاعات، دانشگاه پیام نور، تهران، ایران Journal Article 2025 03 12 Introduction <br /><br />In today’s competitive environment, brands that possess unique and inimitable advantages over their competitors are more likely to succeed. Brand image is recognized as one of the most critical factors determining success in the retail industry. Retailers with a favorable brand image can not only attract more customers and increase market share but also strengthen customer loyalty and improve overall business performance. A positive brand image shapes customers' attitudes toward the brand and influences their purchasing decisions. Customers use various cues, such as the physical environment of the store, product variety, service delivery, employee interactions, and even the brand’s social and environmental initiatives, to form an overall perception of the brand (Gielens et al., 2023; Kremer et al., 2012). <br /><br />The green economy has emerged as a strategic approach to achieving sustainable development and enhancing brand image. With the rapid industrialization and growing environmental concerns, organizations are increasingly encouraged to adopt sustainable practices and align their activities with environmental and social goals (Abedini Pour et al., 2023). Traditional economic models, focused solely on capitalism, have led to social inequalities, environmental degradation, and the neglect of social and ecological aspects (Wang et al., 2022). The green economy, as a modern approach, aims to integrate economic growth with environmental protection and social justice, fostering sustainable development (Khoshnava et al., 2019). <br /><br />This study investigates the impact of green economy components—green policies, green investment, and green marketing—on the brand image of Etka chain stores in Isfahan, Iran. Despite the growing importance of the green economy, research in this area remains limited, particularly in developing countries like Iran. This study addresses this gap by examining how green economy practices can enhance brand image in the retail sector.<br /><br />Theoretical Framework <br /><br />The green economy is a modern economic model that emphasizes resource efficiency, environmental protection, and social equity. It integrates economic growth with ecological sustainability and social justice. The three key components of the green economy examined in this study are:<br /><br />Green Policies: These refer to organizational strategies and actions designed to reduce the negative environmental impacts of economic activities. Examples include energy efficiency improvements, waste reduction, and the use of renewable resources.<br /><br />Green Investment: This involves financial activities and investments aimed at supporting sustainable and environmentally friendly projects, such as renewable energy systems and eco-friendly product development.<br /><br />Green Marketing: This entails designing and implementing marketing activities that meet customer needs while minimizing negative environmental impacts. Green marketing promotes eco-friendly products and services, fostering sustainable consumption patterns.<br /><br />These components are closely linked to brand image, as they reflect a brand’s commitment to environmental responsibility and sustainability, which are increasingly valued by consumers.<br /><br />Research Methodology <br /><br />This study adopts a descriptive-correlational approach and is conducted through field research. The statistical population includes managers and employees of Etka chain stores in Isfahan. A simple random sampling method was used to select 119 participants, and data were collected using a researcher-made questionnaire. The questionnaire consisted of two sections: demographic variables and research-related variables, measured on a five-point Likert scale. Data analysis was performed using structural equation modeling (SEM) with the partial least squares (PLS) approach in SmartPLS software. The reliability of the questionnaire was confirmed using McDonald's Omega coefficient.<br /><br />Results <br /><br />The findings of the study are as follows:<br /><br />Green Policies: Green policies have a significant positive impact on brand image (path coefficient: 0.445, t-value: 6.284). This indicates that implementing environmentally friendly policies can enhance the brand image of Etka chain stores.<br /><br />Green Investment: Green investment also has a significant positive impact on brand image (path coefficient: 0.229, t-value: 2.814). Investments in sustainable projects contribute to improving the brand's reputation and customer trust.<br /><br />Green Marketing: Green marketing significantly influences brand image (path coefficient: 0.244, t-value: 3.423). Marketing strategies that emphasize environmental responsibility can attract eco-conscious customers and strengthen brand loyalty.<br /><br />The overall model demonstrates strong reliability and validity, with acceptable values for composite reliability, average variance extracted (AVE), and discriminant validity.<br /><br />Discussion and Conclusion <br /><br />The results align with previous studies, such as those by Gazi et al. (2024) and Zhang et al. (2022), which highlight the importance of green economy practices in enhancing brand image. Green policies, investments, and marketing not only improve environmental performance but also create a positive perception of the brand among customers. In the case of Etka chain stores, these practices can differentiate the brand in a competitive market and foster long-term customer loyalty.<br /><br />Based on the findings, the following recommendations are proposed for Etka chain stores:<br /><br />Green Policies: Develop and implement environmental standards for energy, water, and waste management. Use eco-labels to communicate the brand’s commitment to sustainability.<br /><br />Green Investment: Invest in renewable energy projects, waste reduction initiatives, and sustainable supply chain practices. Collaborate with NGOs to support community-based environmental programs.<br /><br />Green Marketing: Launch advertising campaigns that emphasize the brand's environmental responsibility. Offer incentives for customers who use reusable bags or purchase eco-friendly products.<br /><br />These strategies can help Etka chain stores strengthen their brand image and gain a competitive edge in the market.<br /><br />This study has several limitations. First, the use of self-reported data (questionnaires) may introduce response bias, as participants might provide socially desirable answers. Second, the findings are limited to the specific context of Etka chain stores in Isfahan and may not be generalizable to other regions or industries. Future research could address these limitations by using mixed methods and expanding the sample to include other retail chains and geographic areas.<br /><br />This study demonstrates that green economy practices—green policies, green investment, and green marketing—have a significant positive impact on the brand image of Etka chain stores in Isfahan. By adopting these practices, Etka can enhance its reputation, attract environmentally conscious customers, and achieve sustainable growth. The findings contribute to the growing body of literature on the green economy and provide practical insights for retailers seeking to improve their brand image through sustainability initiatives. در عصر حاضر، با افزایش نگرانی‌های زیست‌محیطی، کسب‌وکارها به‌ویژه فروشگاه‌های زنجیره‌ای، ناگزیر به بازتعریف استراتژی‌های خود در راستای توسعه پایدار هستند. اقتصاد سبز، به‌عنوان رویکردی نوین، در پی ایجاد تعادل میان رشد اقتصادی و حفظ محیط زیست است. این مطالعه به بررسی تأثیر اقتصاد سبز بر ارتقای تصویر برند در فروشگاه‌های زنجیره‌ای اتکا، با تمرکز بر شهر اصفهان، پرداخته است. پژوهش حاضر از نظر هدف، کاربردی و از نظر روش، توصیفی-همبستگی است. جامعه آماری شامل مشتریان فروشگاه‌های اتکا در استان اصفهان بود و داده‌ها از طریق پرسشنامه استاندارد برگرفته از مطالعات Zameer و همکاران (2024)، Zhang و همکاران (2022) و Tetiana Pimonenko و همکاران (2019) گردآوری شد. این پرسشنامه شامل ۱۹ گویه بود که پنج گویه به خط‌مشی‌های سبز، پنج گویه به سرمایه‌گذاری سبز، پنج گویه به بازاریابی سبز و چهار گویه به تصویر برند اختصاص داشت و بر اساس مقیاس پنج‌گزینه‌ای لیکرت طراحی شد. حجم نمونه با استفاده از نرم‌افزار G*Power نسخه ۳.۱ معادل ۱۱۹ نفر تعیین شد. پایایی ابزار با ضریب امگای مک‌دونالد و روایی صوری با نظر سه نفر از خبرگان تأیید شد. تحلیل داده‌ها با نرم‌افزار SPSS نسخه ۲۶ و SmartPLS نسخه ۳.۳.۳ انجام گرفت. یافته‌ها نشان داد مؤلفه‌های اقتصاد سبز شامل خط‌مشی‌های سبز، سرمایه‌گذاری سبز و بازاریابی سبز تأثیر مثبت و معناداری بر تصویر برند فروشگاه‌های اتکا دارند. نتایج این پژوهش می‌تواند به مدیران فروشگاه‌ها برای طراحی و اجرای استراتژی‌های سبز به‌منظور ارتقای تصویر برند و افزایش رضایت مشتریان کمک کند.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 Evaluating the performance of Green- University based on the UI GreenMetric: A case study of Esfarayen University ارزیابی عملکرد دانشگاه سبز بر اساس مقیاس گرین متریک: مطالعه موردی دانشگاه اسفراین 3722 10.22077/jgdms.2025.8522.1228 FA میلاد جعفری فارغ التحصیل تحصیلات تکمیلی مهندسی عمران محیط زیست، دانشکده عمران دانشگاه خواجه نصیرالدین طوسی، تهران، ایران رضا مقصودی استادیار گروه مکانیک و عمران، مجتمع آموزش عالی فنی و مهندسی اسفراین، اسفراین، ایران آبتین بوستانی استادیار گروه برق و کامپیوتر، مجتمع آموزش عالی فنی و مهندسی اسفراین، اسفراین، ایران 0000-0002-8659-3972 مهدی احمدی استادیار گروه برق و کامپیوتر، مجتمع آموزش عالی فنی و مهندسی اسفراین، اسفراین، ایران ابوالفضل فرزی استادیار گروه عمران، واحد اسفراین، دانشگاه آزاد اسلامی، اسفراین، ایران Journal Article 2024 12 13 Introduction: In the past few decades, Iran has been affected by major environmental problems due to the dominance of industrial and economic development policies and short-term planning. Many researchers believe that applying and following sustainable development patterns can provide a way out of these issues. In the meantime, universities are recognized as educational and research centers because of their important role in culture building and educating society in the areas of social economy and environmental responsibility. The term "green university" has also been introduced in relation to this role. A Green University is a university that considers health, safety, and environmental protection issues in all its educational, research, transportation, construction, reconstruction, and service activities and works with optimal use of resources to achieve sustainable development criteria. The concept of a green university emphasizes the integration of sustainability in all aspects of university life, creating a model for other institutions. Universities play a pivotal role in raising awareness and fostering an environmentally conscious culture among students and staff, which can lead to broader societal impacts. Supporters of this plan believe that within the framework of the green university, we can move towards a green city and world.<br /><br />The initial ideas of creating a green university can be traced back to the 1970s and earlier. For the first time, the idea of a green school was proposed in 1997 at the Stockholm Convention, and now, after several decades, the idea of green management has surpassed the level of schools and universities in European countries. In 2015, green management guidelines were sent to all universities and science and technology parks in the country. Based on the mentioned instructions, all universities, research centers, and science and technology parks were required to form a green management strategic council. Considering that the university is considered an investment in human resources, it plays an essential role in realizing the prospects of sustainable development and a healthy society. Therefore, in this research, considering the current conditions of the country, the region, and the university, steps will be taken towards the realization and expansion of sustainable development.<br /><br />Materials and methods: The present research was developed to provide the necessary conditions for achieving and aligning the plans with the goals of green development in the Esfarayen Technical and Engineering Higher Education Complex. Esfarayen Technical and Engineering Higher Education Complex is one of the young universities of the country and is located in North Khorasan, Esfarayen city. This university has 79,900 square meters of infrastructure and nearly 2000 students are studying there. To achieve the goals of the Green University in this complex, the target areas were determined, and to achieve these goals, various standards such as BREEAM, LEED, CASBEE, GreenStar NZ, and UI GreenMetric standards were examined. The mentioned standards are among the prominent standards for the evaluation of green buildings. They first determine the different areas of green building implementation and use different indicators to evaluate each area.<br /><br />Among the reviewed standards, the UI GreenMetric standard is the only standard that examines universities in a specialized way. This standard was created in 2010 by the University of Indonesia (UI) as a standard for ranking universities based on sustainable development criteria. The purpose of developing this standard was to create an online database to display various policies and programs in the field of sustainable development for universities around the world. The classification system is based on the environment, economy, and the same conditions, and the indicators, categories, and weightings are selected in such a way that it is possible and accessible for most universities as much as possible without orientation and bias. In 2010, this standard was able to issue certificates for 95 universities from 35 countries, while the scope of this organization has increased to 912 universities in 84 countries in 2020. Therefore, it can be claimed that this ranking system has become the only ranking system of universities in the world based on sustainable development criteria. In 2021, a version of this standard was published in the context of the Corona epidemic, which widely affected the activities of universities around the world. Considering the above conditions, this standard was chosen to evaluate the basic condition of Esfarayen University. ایران در چند دهه گذشته تحت تاثیر معضلات عمده محیط زیستی قرار گرفته‌است. یکی از راهکارهای برون رفت از این مسایل و معضلات به کارگیری و تبعیت از الگوهای توسعه پایدار می‌‌باشد. دانشگاه‌ها به عنوان مراکز آموزش و پژوهش و به دلیل نقش مهمی که در فرهنگ سازی و تربیت جامعه دارند، مورد توجه قرار‌‌گرفته‌اند. اصطلاح دانشگاه سبز در رابطه با این نقش معرفی‌شده‌است و در چارچوب آن می‌توان به سوی شهر و جهانی سبز قدم‌برداشت. پژوهش حاضر با هدف فراهم‌‌کردن شرایط لازم برای همسوسازی برنامه‌ها در مجتمع آموزش عالی فنی ومهندسی اسفراین در جهت تحقق اهداف توسعه سبز، به بررسی عملکرد دانشگاه از جنبه مدیریت سبز پرداخته‌است. برای این منظور استاندارد‌های جهانی ارزیابی وضعیت سبز مورد بررسی قرار‌گرفته و در نهایت استاندارد UI_GreenMetric به دلیل پرداختن تخصصی به موضوع دانشگاه‌های سبز، جامعیت کافی، بروزرسانی‌های مناسب، رتبه بندی دانشگاه‌های ایران و در نظر گرفتن شرایط پاندمی که کیفیت خدمات در دانشگاه‌ها را تحت تاثیر قرارداده، انتخاب‌گردیده‌است. اندیکاتور‌های مورد نظر این استاندارد در 6 بخش زیرساخت‌ها و سازه‌ها، انرژی و تغییرات آب هوا، پسماند، آب، حمل نقل و آموزش پژوهش مورد بررسی قرار گرفته و امتیاز‌های هر بخش بر اساس دستورالعمل‌های استاندارد محاسبه شده‌است. در نهایت مجموع امتیاز شاخص‌‌های سبز در 6 بخش استاندارد برای دانشگاه اسفراین معادل 3700 امتیاز از سقف 10000 امتیاز ممکن حاصل‌گردید. این امتیاز دانشگاه اسفراین را در رده‌‌‌‌‌ی 32‌ام از بین 40 دانشگاه ایران که در رده‌بندی دانشگاه‌های سبز حضور دارند قرار می‌دهد. از بررسی عملکرد دانشگاه در حوزه‌های 6 گانه، نتیجه می‌شود ارائه راهکارهای کوتاه‌مدت و کم‌هزینه، ارتقای سطح امتیاز شاخص‌های مربوطه و در نتیجه بهبود شرایط و جایگاه دانشگاه در رتبه‌بندی دانشگاه‌های سبز را در برخواهد‌داشت.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 The Impact of Positioning on Brand Equity with Mediating role of Perceived Knowledge and Moderating role of Skepticism in Green Brands تأثیر جایگاه‌یابی بر ارزش ویژه برند با میانجی‌گری دانش درک‌ شده و تعدیل‌گری تردید در برند‌های سبز 3723 10.22077/jgdms.2025.8480.1221 FA سودا میرزائی گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران باقر عسگرنژاد نوری گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران هوشمند باقری قره بلاغ گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران رامین بشیر خداپرستی گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران Journal Article 2024 11 27 Over the past few decades, the depletion of natural resources at various levels has played a significant role in environmental degradation, and consumers worldwide have increasingly demanded green products. Consequently, many companies have begun to develop green marketing strategies. This research examines the impact of green brand positioning on green brand equity, with perceived green brand knowledge as a mediating factor and green brand skepticism as a moderating factor. The statistical population of this study includes consumers of Ecooba's plant-based disposable products. The sample size, determined using Morgan's table, is 384 individuals, selected through convenience sampling and a virtual questionnaire distributed via social media. For data analysis, structural equation modeling and the software SPSS27 and SmartPLS3 were employed. The results of this research indicate that green brand positioning has a positive and significant effect on perceived green brand knowledge and green brand equity for the Ecooba brand. Furthermore, the mediating role of perceived green brand knowledge in the relationship between green brand positioning and green brand equity for the Ecooba brand was confirmed through the Sobel test, showing a positive and significant effect. Finally, the moderating role of green brand skepticism in the relationship between green brand positioning and green brand equity, as well as between perceived green brand knowledge and green brand equity for the Ecooba brand, does not have a significant impact.<br /><br />Keywords: Green brand positioning, green brand equity, perceived green brand knowledge, green brand skepticism, Akuba.<br /><br />Introduction: In recent decades, public awareness regarding the depletion of natural resources, which plays a significant role in environmental degradation, has increased, and more individuals are now aware of environmental issues (Lotfian and Nasri, 2016). Sharples and colleagues analyzed the severe wildfires in Australia, which resulted in the loss of human lives, livestock, forests, infrastructure, etc. (Sitomrang et al., 2022). Among the environmental crises in Iran, the pollution of the Caspian Sea can be mentioned (Ramazani et al., 2017). On the other hand, the problem of global warming, caused by greenhouse gas emissions, significantly affects climate change, which can be somewhat controlled through recycling. According to researchers, the use of plastic packaging and disposable containers generates the most waste (Chen et al., 2017). Plastic waste ultimately ends up in landfills, generating methane, a hazardous greenhouse gas, and even reaches oceans, threatening marine life (Dehdar and Zahtabchian, 2022). Therefore, this research emphasizes the importance of using biodegradable plant-based disposable tableware from the Akuba brand instead of plastic disposables to mitigate its harmful effects on nature.<br /><br />Methodology: The statistical population of this research consists of customers of Akuba 's plant-based disposable tableware. In this study, since the population size was not precisely known, it was considered infinite; therefore, a sample size of 384 individuals was selected using Morgan's formula. To collect data, convenience sampling was used, and the questionnaire was distributed virtually via social media platforms, including Telegram, Instagram, Eitaa, WhatsApp, etc. The questionnaire collection process occurred in several stages, ultimately yielding the desired sample size of 384 individuals. For data collection, standard questionnaires were utilized. The questionnaire used in this research was developed based on several standard questionnaires and a Likert scale. In this study, Cronbach's alpha coefficient was used to determine reliability, with all values exceeding 0.7 (Danayi-Fard et al., 2008). To test the research model, structural equation modeling, a statistical method that provides researchers with tools to examine relationships among multiple variables in one model, was employed. The Kolmogorov-Smirnov test was used to assess the normality of the data. For statistical methods, SPSS version 27 and Smart PLS version 3 software were used.<br /><br />Discussion and Analysis: In the first hypothesis, we sought to examine the impact of green brand positioning on perceived green brand knowledge in the Akuba brand. Based on the obtained data, as green brand positioning increases, perceived green brand knowledge also increases, indicating a direct and positive relationship between them; thus, the first hypothesis is confirmed. In the second hypothesis, we aimed to investigate the impact of green brand positioning on green brand equity in the Akuba brand. According to the obtained data, as green brand positioning increases, green brand equity also increases, demonstrating a direct and positive relationship; this hypothesis is also confirmed. The third hypothesis concerns the impact of perceived green brand knowledge on green brand equity in the Akuba brand, which, according to the findings, is confirmed, showing a positive and direct relationship between perceived green brand knowledge and green brand equity. The fourth hypothesis of this study examines the mediating role of perceived green brand knowledge in the relationship between green brand positioning and green brand equity in the Akuba brand, which was confirmed using the Sobel test, indicating that perceived green brand knowledge serves as a mediator between green brand positioning and green brand equity. The fifth hypothesis investigates the moderating role of green brand skepticism in the relationship between green brand positioning and perceived green brand knowledge in the Akuba brand, and the results indicate no significant effect between the examined variables. Finally, the last hypothesis examines the moderating role of green brand skepticism in the relationship between perceived green brand knowledge and green brand equity in the Akuba brand, which, according to the findings, indicates that green brand skepticism cannot moderate the relationship between perceived green brand knowledge and green brand equity; therefore, the impact of green brand skepticism as a moderating variable cannot be confirmed, and this hypothesis is rejected طی چند دهه گذشته، کاهش منابع طبیعی در سطوح مختلف، نقش مهمی در تخریب محیط‌زیست داشته است و مصرف‌کنندگان در سراسر جهان خواهان محصولات سبز شده‌اند. ازاین‌رو، بسیاری از شرکت‌ها شروع به توسعه استراتژی بازاریابی سبز کرده‌اند. این تحقیق به بررسی تأثیر جایگاه‌یابی برند سبز بر ارزش ویژه برند سبز با نقش واسطه‌ای دانش درک شده برند سبز و نقش تعدیلگر تردید برند سبز می‌پردازد. جامعه آماری این پژوهش شامل مصرف‌کنندگان ظروف یک‌بارمصرف گیاهی برند اکوبا است. حجم نمونه با استفاده از جدول مورگان، 384 نفر است که با روش نمونه‌گیری در دسترس و پخش پرسش‌نامه به‌صورت مجازی با استفاده از شبکه‌های اجتماعی انجام شد. جهت تجزیه‌و‌تحلیل داده‌ها از روش معادلات ساختاری و نرم‌افزارهای SPSS27 و SmartPLS3 استفاده شده است. نتایج این پژوهش نشان داد که جایگاه‌یابی برند سبز بر دانش درک شده برند سبز و ارزش ویژه برند سبز در برند اکوبا تأثیر مثبت و معناداری دارد. همین‌طور، نقش واسطه‌ای دانش درک شده برند سبز در ارتباط بین جایگاه‌یابی برند سبز و ارزش ویژه برند سبز در برند اکوبا با آزمون سوبل تأیید شد و تأثیر مثبت و معناداری دارد. در نهایت، نقش تعدیلگر تردید برند سبز در ارتباط بین جایگاه‌یابی برند سبز و ارزش ویژه برند سبز و همچنین بین دانش درک شده برند سبز و ارزش ویژه برند سبز در برند اکوبا تأثیر معناداری ندارد.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 A review of theoretical approaches related to the reuse of urban gray and brown lands and its impact on sustainable urban development مروری بر رویکرد‌های نظری مرتبط با استفاده مجدد از اراضی خاکستری و قهوه ای شهری وتاثیر آن بر توسعه پایدار شهری 3765 10.22077/jgdms.2025.8176.1196 FA انسیه ایزدپور دانشجوی دکتری، گروه جغرافیا، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف اباد، ایران. حمید صابری دانشیار مرکز تحقیقات گردشگری، گروه جغرافیا، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران احمد خادم الحسینی دانشیار مرکز تحقیقات گردشگری،گروه جغرافیا، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران حسین سلیمانی دانشیار گروه جغرافیا ، مرکز گردشگری، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران. Journal Article 2024 09 24 In many cities, abandoned and barren lands are exploited for a new form and function; This form is the answer to one of the important challenges of the land program in cities, which is fueled by the lack of land to develop and meet the new needs of the urban landscape. In such a situation, it is simply not possible to change the function and land use; Therefore, in recent decades, due to land restrictions for the development of cities and also the problems resulting from the uncontrolled and scattered growth of cities, land redevelopment as a proposed approach with an emphasis on internal development seeks to respond to the many problems of contemporary urbanism and urbanization. In the current research, while introducing the types of urban land, the special place of gray land and urban brown land was discussed from the perspective of theoretical approaches and paradigms related to them.<br />The purpose of this research is to investigate the potential of gray lands in urban areas and to investigate the theoretical approach related to the reuse of brown lands and gray lands. It has also investigated and analyzed its historical course in the form of sustainable urban development. The current research is descriptive-analytical in terms of applied purpose. The method of collecting information was in the form of documents and content analysis.<br />In the past, due to the ever-increasing expansion of cities, various topics have been stated about how cities develop, each of which has tried to provide the best for the physical development of the city: Abners Howard's Garden, Le Corbusier's shining city, Suryai Mata's linear city, industrial city Tony Garnier and others are among them. Due to the various developments in the field of land use and various views regarding how to use urban land, many theories have been proposed so far; The most important of which are the theory of the social role of land, the theory of the economic role of land, theory of natural role of land, program theory of land, modernism theory, theory of physical role of land, theory of land organization, theory of postmodernism, theory of functionalism, theory of reformism, theory of sustainable development of land use, theory of use Human, the perspective of social welfare and quality of life.<br />There are different views regarding the position of land in urban development, which considers the theory of access to land necessary for the development of the city and considers expansion as part of the nature of the city. In these theories, it is emphasized that cities always have a threshold in size and growth, which will stop if they reach this stage. On the contrary, some theories prescribe the compact city and consider it as one of the ways that may lead to sustainable urban development. However, there is less theorizing in these theories, which would recommend the development of the old city despite the presence of unused land and proper access to services and facilities in the existing urban contexts. This form of development will be a model of a sick city, which has lost its spatial coherence and has a porous texture and shame on its face.<br />The former advanced urban areas that with the passage of time and urban changes have the characteristics of abandoned, dilapidated, inactivity, and less activity. which have negative social, cultural, economic, and physical effects on the neighborhood and the city. Some of these lands may be the lands under active buildings in urban areas, which are abandoned and dilapidated in the existing state of cities. In general, before using these lands again, interventions should be made. The issue of gray lands and the reuse of these lands is considered one of the most important issues in achieving a balance between neighborhoods and urban areas. The texture of some cities includes service and commercial lands such as covered warehouses and abandoned office buildings, which in many cases have suffered a decrease in efficiency compared to their surrounding textures. The possibility of updating the texture and spontaneous change has been lost in them. The inefficiency of these uses is evident not only in physical aspects and dimensions but also in all urban areas' social, economic, functional, and identity components. The most important consequence of this is the reduction of viability and resilience of these tissues against environmental bottlenecks and frequent changes in the environment.<br />As a result, the stability and balance of urban areas will be lost due to the examination of urban services. The results show that currently, urban lands show the previous findings that with the passage of time and urban changes, the treatment has one of the characteristics of being abandoned and dilapidated. , which can have negative social, cultural, economic, and physical effects on the neighborhood and the city; Also, some of these lands may be lands under active construction in urban areas, which are abandoned and dilapidated in the current state of cities due to the stagnation of activities; Therefore, the issue of gray lands and the reuse of these lands is considered as one of the most important issues in achieving a balance between neighborhoods and urban areas and sustainable development. The results showed that considering the problems faced by cities in the 21st century and the issue of lack of land and the pollution of part of the urban lands, the issue of gray lands and the reuse of these lands is one of the most important issues in achieving a balance between localities. Urban areas and sustainable development are considered. در بسیاری از شهرها اراضی متروکه و بایر فرم و کارکردی جدید مورد بهره‌برداری قرار می‌گیرند؛ این فرم در واقع پاسخ به یکی از مشکلات مهم برنامه زمین درشهرهای امروزی می‌باشد، که منجر به کمبود زمین در راستای تأمین نیازهای جدید و توسعه شهری گردیده است. در شرایطی اینچنین نمی‌توان به سادگی، عملکرد و کاربری زمین را تغییر داد؛ لذا درسالهای اخیر با توجه به محدودیت‌های زمین برای توسعه شهرها و همچنین مشکلات حاصل از رشد بی‌رویه و پراکنده شهرها، باز توسعه اراضی به عنوان یک رویکرد مطرح با تأکید بر توسعه درونی به دنبال پاسخگویی به مشکلات فراوان شهرسازی و شهرنشینی معاصر است. هدف از این پژوهش بررسی پتانسیل اراضی خاکستری مناطق شهری و بررسی رویکرد نظری مرتبط با استفاده مجدد از اراضی قهوه‌ای و اراضی خاکستری می‌باشد. همچنین به بررسی و تحلیل سیر تاریخی آن در قالب توسعه پایدار شهری پرداخته است. پژوهش حاضر از نظر هدف کاربردی، از نظر ماهیت توصیفی - تحلیلی است. روش گردآوری اطلاعات به صورت اسنادی بوده است. نتایج نشان داد، با توجه به ایجاد ناپایداری شهری و مشکلات پیش آمده برای شهرها؛ همچنین موضوع کمبود زمین و آلودگی بخشی از اراضی شهری در حال حاضر موضوع اراضی خاکستری و استفاده مجدد از این اراضی، به عنوان یکی از مهمترین موضوعات در رسیدن به توازن بین محلات و مناطق شهری و توسعه پایدار به شمار می‌رود.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 The Impact of Green Human Resource Management Practices on Sustainable Performance with Emphasis on Green Supply Chain Management Practices and Green Innovation (Case Study: Food Industry Companies in Karaj) تاثیرشیوه‌های مدیریت منابع انسانی سبز بر عملکرد پایدار با تأکید بر شیوه‌های مدیریت زنجیره تأمین سبز و نوآوری سبز(مورد مطالعه:شرکت‌های صنایع غذایی کرج) 3766 10.22077/jgdms.2025.8250.1199 FA سما مرادزاده دانشجوی کارشناسی ارشد مدیریت صنعتی دانشکده اقتصاد، مدیریت و علوم اداری عظیم زارعی استاد و عضو هیات علمی دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان محسن شفیعی نیکابادی استاد و عضو هیات علمی دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان Journal Article 2024 10 08 Introduction:<br />With the increasing global focus on sustainability and the role of manufacturing companies in environmental pollution, organizations have been compelled to integrate green initiatives into their operations to achieve sustainability, thus ensuring human welfare and health. In recent decades, sustainability has become a key and essential issue in organizational management. Organizations face numerous environmental challenges and social pressures, forcing them to reconsider their management practices. In this context, Green Human Resource Management (GHRM) and Green Innovation have been introduced as two main approaches to achieving sustainability goals. GHRM includes a set of activities and policies aimed at reducing environmental impacts and increasing the efficiency of human resources through green and sustainable processes. On the other hand, Green Innovation refers to processes, products, and services that utilize new technologies and methods to reduce resource consumption and environmental pollution. However, doubts still exist regarding the actual impact of these two approaches on organizational performance. Some studies have shown that GHRM and Green Innovation can help improve organizational performance, while others have reached different conclusions. These doubts have arisen due to the complexities and challenges associated with implementing these approaches, such as high costs, the need for extensive organizational changes, and employee resistance to change. Additionally, one important aspect that has received less attention is the role of the green supply chain in this context. The green supply chain, as a comprehensive and integrated approach, can coordinate all activities related to supply, production, and distribution towards sustainability. However, few studies have examined the interplay between GHRM, Green Innovation, and the green supply chain, and the mutual impact of these three approaches on sustainable performance has not been explored. Previous research has not simultaneously considered these three green approaches in conjunction with the three dimensions of sustainability. Given the lack of investigation into the combined impact of green approaches on sustainability, the purpose of this study is to examine the impact of GHRM on sustainable performance with an emphasis on green supply chain management and green innovation in food industry companies in Karaj.<br /><br />Materials and Methods:<br />This research is applied in terms of purpose, qualitative in terms of variables, cross-sectional in terms of time, and ex post facto (causal and correlational) in terms of design and research tools. The data collection method is a survey. The statistical population of this study includes managers and experts knowledgeable in the field of supply chain management and human resource management in food industry companies in Karaj. The sampling method is convenient sampling, and the questionnaire was distributed among employees, experts, and managers of food companies with work experience of over 3 years. In this study, based on the report from the Industry and Mining Organization, there are 153 food industry companies in Karaj, and the minimum sample size based on the Partial Least Squares (PLS) method was reported to be 40 people. Finally, the research was analyzed with 132 collected questionnaires. To analyze and examine the data and test the relationships between variables, SPSS software and Structural Equation Modeling (SEM) technique using PLS software were employed.<br /><br />Findings:<br />The results from the hypothesis analysis indicate that Green Human Resource Management (GHRM) does not have a significant direct impact on sustainable performance, nor does Green Innovation (GI) as a mediator create a significant effect. However, the impact of GHRM on sustainable performance becomes significant when mediated by Green Supply Chain Management (GSCM). If both GSCM and GI are considered as mediators simultaneously, no significant impact is observed. Additionally, the findings show that the hypothesis suggesting a significant impact of GSCM on sustainable performance through the mediation of GI is not supported. Moreover, while GHRM has a significant impact on GI, the results indicate that GSCM as a mediator enhances this effect. In summary, all hypotheses are significant except for the hypothesis concerning the impact of GI on sustainable performance and those hypotheses that considered these two variables together.<br /><br />Discussion and Conclusion:<br />The findings of this research indicate that GHRM and green innovation alone may have negative impacts on sustainable organizational performance, and green innovation as a mediator between GHRM and sustainable performance will not be effective. The research findings on the lack of a significant impact of GHRM on sustainable performance may be due to the misalignment of HR strategies towards sustainability, ineffective and limited actions in this area, lack of effective evaluations to improve weaknesses, resistance to change, and the need to green other approaches and the insufficiency of greening human resource management alone. Additionally, the ineffectiveness of green innovation as an independent variable on sustainable performance and as a mediator may be due to insufficient attention to the two dimensions of green product innovation and green process innovation. Green innovation also includes other aspects such as management and market, which may enable sustainability in various dimensions if these two aspects are considered, which were not examined in this research.<br />However, green supply chain management can play a key role in the success of implementing green policies in an organization and reduce the negative impacts of GHRM. <br />Overall, the green supply chain can mitigate the negative impacts of GHRM on sustainable performance and even turn them into positive impacts. This highlights the importance of integration and coordination among all elements of the supply chain to achieve organizational sustainability goals. Therefore, organizational managers should be aware that merely focusing on greening HR without considering green supply chain management may not lead to desired outcomes. Instead, creating an integrated and green supply chain that encompasses all aspects of sustainability can help improve sustainable performance. The results also showed that the presence of green innovation along with the green supply chain as a mediator eliminates significance, indicating that green innovation limited to only product and process dimensions creates weaknesses in the organization.In conclusion, this research suggests that organizations should adopt a comprehensive and coordinated approach in green supply chain management instead of focusing solely on GHRM policies or green innovations to achieve better results in sustainability. با توجه به تأثیر قابل توجه شرکت‌های تولیدی بر آلودگی‌های زیست محیطی، سازمان‌ها باید توجه بیشتری به رویکردهای سبز داشته باشند تا با دست‌یابی به پایداری، رفاه و سلامت انسان‌ها و جوامع را رقم بزنند. با توجه به عدم بررسی رویکردهای سبز در کنار یکدیگر جهت تأثیر بر پایداری، هدف از انجام پژوهش حاضر بررسی تأثیر مدیریت منابع انسانی سبز بر عملکرد پایدار با تأکید بر مدیریت زنجیره تأمین سبز و نوآوری سبز در شرکت‌های صنایع غذایی کرج می‌باشد. پژوهش حاضر از منظر هدف کاربردی، از منظر متغیر کیفی، از نظر زمان مقطعی و از منظر طرح و ابزار تحقیق پس رویدادی می‌باشد.جامعه آماری این تحقیق شامل مدیران و کارشناسان آگاه به حوزه مدیریت زنجیره تأمین و مدیریت منابع انسانی در شرکت‌های صنایع غذایی کرج می‌باشد و روش نمونه گیری،روش اتفاقی در دسترس است. در این پژوهش تعداد شرکت‌های صنایع غذایی در کرج بر اساس گزارش سازمان صنعت و معدن 153 شرکت و تعداد حداقل نمونه بر اساس روش مبتنی بر حداقل مربعات جزئی 40 نفر گزارش شده است. و روش جمع آوری داده‌ها پیمایشی است که در نتیجه 132 پرسشنامه گردآوری و بررسی شده است .جهت تجزیه و تحلیل و بررسی داده‌ها و آزمون ارتباط متغیرها، از نرم افزار SPSS و مدلسازی معادلات ساختاری با نرم افزار PLS استفاده شده است. نتایج حاصل از تجزیه و تحلیل فرضیه‌ها حاکی از این است که مدیریت منابع انسانی سبز با میانجی‌گری زنجیره تأمین سبز بر عملکرد پایدار تأثیر معناداری دارد ولی با میانجی‌گری نوآوری سبز فاقد تأثیر معنادار بر عملکرد پایدار است.‌ همچنین مدیریت منابع انسانی سبز با میانجی‌گری زنجیره تأمین سبز بر نوآوری سبز تأثیر معناداری دارد. پیشنهاد می‌شود که سازمان‌ها با تمرکز بر تقویت زنجیره تأمین سبز به‌عنوان یک عامل کلیدی مهم، در راستای ارتقای عملکرد پایدار گام بردارند و همزمان زمینه‌های تقویت نوآوری سبز را فراهم سازند.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 Designing the productivity model of green human resources management in the Cooperative Development Bank طراحی الگوی بهره وری مدیریت منابع انسانی سبز در بانک توسعه تعاون 3767 10.22077/jgdms.2025.8259.1201 FA توحید محمودی دانشجوی دکتری، گروه مدیریت منابع انسانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران 0009-0007-0643-3332 حسن رنگریز گروه مدیریت کسب و کار، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران. محمدحسین کریم استاد گروه اقتصاد انرژی و منابع، دانشکده اقتصاد، دانشگاه خوارزمی، تهران، ایران Journal Article 2024 10 10 Abstract<br />Introduction<br />Environmental transformations climate changes and the loss of natural resources at an increasing speed have caused many concerns in different societies and governments. On the other hand, the increase in population and parallel industrial production has led to serious damage to the environment; In this way, the increasing use of raw materials has turned many concerns from environmental issues (Agarwal and Sharma, 2015) such as global warming into one of the most important issues of governments and industrialized countries. These issues indicate that efficient solutions should be adopted for the future of the world (Akadins, 2023). Therefore, it is obvious that international environmental regulations such as the Montreal Convention, the Kyoto Protocol, restrictions on the use of certain hazardous substances and electronic waste should be put on the agenda today. (Chang and Chen, 2012). This confirms that organizations must balance technology, behavioral requirements and reduce their overall impact on the environment (Paridar et al., 2023). In addition to preserving the environment and reducing damage to natural resources, the implementation of such methods will cause operational development, economic benefit and improved performance of organizations (Sink et al., 2019).<br />Therefore today organizations and companies are trying to find solutions that, in addition to improving the performance of the organization, also increase the productivity and creativity of employees (Moussi and Osman, 2019). Today companies are competing with each other by implementing special human resource management practices in a new way, and due to the increasing proximity to globalization, revision of management approaches has become an integral principle of companies (Kalchi and Jamilo, 2021). The importance of this issue is to the extent that today some human resource managers consider environmental awareness criteria in job descriptions and interview protocols in order to finally attract employees who will help the company achieve its environmental goals (Rosco et al, 2019).<br />According to the above-mentioned materials, it can be said that environmental sustainability became the formation of different approaches in organizational studies, and today it has led researchers and practitioners in the field of human resource management to new horizons (Akadins, 2023). which ultimately leads to making informed and planned decisions in line with the environment (Khatib and Nabi, 2023). Therefore, the concept of green human resources management should be considered as a new approach in the field of human resources studies. Green human resource management practices include hiring on green selection, green performance management, green training and development, green employee participation, and green salaries and rewards (Tang et al, 2017), which ultimately, in addition to paying attention to environmental protection, leads to increased company profitability and Employee productivity in the workplace (Mustafa et al, 2023). Therefore, paying more attention to the development of green human resources ensures the sustainability of the business for a longer period (Yang et al, 2019). In addition to the aforementioned factors, this becomes more important from the point where companies save energy costs and ultimately the cost of producing products is significantly reduced (Wu et al, 2012).<br />Methodology<br />The current research is a practical development in terms of its purpose, and in terms of data collection, according to the systematic approach, the nature of the research is qualitative. In this research, foundation data theory was used; Therefore, the productivity of green human resources management was investigated by focusing on "Strauss and Corbin" the productivity of green human resources management, causal conditions, background conditions, intervening conditions and finally reactive measures and consequences of the productivity of green human resources management, in the form of foundational data theory. Three types of open, central and selective coding were used to review and analyze the data. To collect data, semi-structured in-depth interviews were used with experts who work in the field of human resources, who were selected through theoretical sampling. The statistical population of the research included all the managers, heads and experts of the Cooperative Development Bank.<br />Analysis<br />Causal conditions. In this research, the micro-categories identified based on the open codes of the interviews are environmental awareness, familiarity with green standards, responsibility, creativity and innovation, green technologies, employee participation, environmental culture, training and continuous development programs, green human resources policies, processes Sustainable management, interaction with non-governmental organizations and civil society, encouraging environmental activities, strengthening the spirit of social cooperation.<br />Intervening conditions.The analysis of the data from the interviews indicates that five subcategories were identified based on open codes, which include employee motivation and financial strategies, budgeting and financial resources, managers' political behaviors, responding to external pressures, developing multicultural skills, and increasing acceptance. And commitment is increasing motivation and commitment, creating equal opportunities, increasing transparency and trust, improving the reduction of resource consumption, increasing access and productivity.<br />context conditions. This field refers to the atmosphere that governs the banking industry, and in this research, in terms of background conditions, small categories including leadership and support of top management, organizational structure and processes, internal communications, government laws and regulations, social pressures and public expectations were identified.<br />Strategies. In the current research, the strategies include three parts: responding to legal needs and standards, facilitating the implementation and monitoring of green policies, and managing organizational culture. Facilitating legal barriers and standards, raising awareness, better management of environmental and green data, better management of resources and cost reduction, support for strategic decision-making, training and development, promotion of organizational culture, there are 7 micro-categories that include the macro-categories of responding to legal needs and standards. Facilitating the implementation and monitoring of green policies constitute the management of organizational culture.<br />Consequences. 7 small categories were identified in this section, which include increasing motivation and job satisfaction, increasing awareness and commitment to the environment, financial sustainability and reducing costs, efficiency and effectiveness, strengthening the bank brand, promoting banking culture, strengthening the social responsibility of banking and society and It has a positive impact on social welfare.<br />conclusion<br />The current research has identified a set of factors affecting the productivity of green human resources, which include causal conditions, professional knowledge, personal characteristics, organizational culture supporting sustainability, green management policies and processes, commitment to social responsibility, interaction with stakeholders and local communities, in The main phenomenon, the productivity of green human resources, in intervening conditions, economic, political, social and cultural, legal and technological conditions, in the prevailing context, internal factors and external factors, in relation to the main strategy, responding to legal needs and standards, facilitating Implementation and monitoring of green policies, management of organizational culture and in relation to the consequences, improving the quality of working life, increasing productivity, strengthening the banking culture and strengthening the culture of social responsibility and main strategies, responding to legal needs and standards, facilitating the implementation and monitoring of Green policies are effective organizational culture management.<br />The key consequences of this model are improving the quality of working life, increasing productivity, and strengthening the banking culture and social responsibility, which can help the banking industry to take a step towards sustainability and realizing its environmental goals. The successful implementation of this model requires attention to cultural and social contexts as well as the alignment of management policies and processes with green standards. هدف اصلی این پژوهش، طراحی الگوی بهرهوری مدیریت منابع انسانی سبز در بانک توسعه تعاون می باشد. پژوهش حاضر از نظر هدف، توسعه ای - کاربردی و از لحاظ ماهیت جزو پژوهش های کیفی است. جامعه پژوهش مدیران و کارکنان بانک توسعه تعاون بودند که خبرگان با روش نمونه گیری هدفمند و گلولۀ برفی شناسایی شدند که با توجه به کفایت داده ها، در مجموع با 15 خبره مصاحبه شد. روش تجزیه و تحلیل، نظریه داده بنیاد مبتنی بر رویکرد نظام مند بود و داده ها از طریق مصاحبه عمیق گردآوری شدند. داده‌های پژوهش با استفاده از سه نوع کدگذاری باز، محوری و گزینشی بررسی و تحلیل شدند که نتایج بخش کیفی (داده بنیاد) مؤید آن است که در شرایط علّی، دانش حرفه‌ای، ویژگی‌های شخصی، فرهنگ سازمانی حامی پایداری، سیاست ها و فرآیندهای مدیریتی سبز، تعهد به مسئولیت اجتماعی، تعامل با ذینفعان و جوامع، در پدیدۀ اصلی، بهره‌وری منابع انسانی سبز، در شرایط مداخله‌گر، شرایط اقتصادی، سیاسی، اجتماعی و فرهنگی، قانونی و فناورانه، در بستر حاکم، عوامل درونی و عوامل بیرونی، در رابطه با راهبرد اصلی، پاسخگویی به نیازهای قانونی و استانداردها، تسهیل در پیاده‌سازی و نظارت بر سیاست‌های سبز، مدیریت فرهنگ سازمانی و در رابطه با پیامدها، بهبود کیفیت زندگی کاری، افزایش بهره‌وری، تقویت فرهنگ بانکداری و تقویت فرهنگ مسئولیت پذیری اجتماعی موثر می‌باشند. همچنین نتایج به دست آمده نشان می دهد که پیاده سازی این الگو در بانک توسعه تعاون می‌تواند پیامدهای کلیدی در بهبود کیفیت زندگی کاری، افزایش بهره‌وری و تقویت فرهنگ بانکداری و مسئولیت‌پذیری اجتماعی باشد که این نیز می‌تواند به صنعت بانکداری کمک کند تا در مسیر پایداری و تحقق اهداف زیست‌محیطی خود گام بردارند.

دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 1 2026 04 21 Developing a Conceptual Framework of the Antecedents of Gaining Green Competitive Advantage in the Digital Age ارائه چارچوب مفهومی پیشایندهای کسب مزیت رقابتی سبز در عصر دیجیتال 3776 10.22077/jgdms.2025.9029.1273 FA محمدرضا درویشی نیا دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی،دانشکده علوم انسانی. دانشگاه شاهد، تهران، ایران. سید محمد حسین لطفی آشتیانی استادیار ، گروه مدیریت بازرگانی ،دانشکده مدیریت بازرگانی.دانشگاه آزاد اسلامی واحد کرج ، کرج ،ایران رقیه صالحیان فرد کارشناسی ارشد، گروه مدیریت بازرگانی، موسسه آموزش عالی مولانا، آبیک، ایران. Journal Article 2025 02 28 Introduction<br />In the contemporary global economic landscape, increasing environmental awareness, the growth of the green economy, prioritizing environmental issues, and strengthening barriers to green trade in the international market force commercial companies, as major players in the market economy, to act more actively to face the fundamental challenges in creating green competitive advantages to meet market demands and social expectations (Men et al, 2023). In addition, the continuous development of the big data sector and digital transformation and green innovation play an important role in production activities, which is especially a key factor in achieving competitive advantage. As a result of the global green transformation and the dominance of digital transformation, the integration of the two concepts of "green" and "digital" has attracted more attention than ever before from commercial companies as well as macro policymakers (Naim et al, 2024). On the other hand, achieving green competitive advantage—whether achieved through digital transformation or other means—depends on the formation of a company's green capabilities. According to the dynamic capabilities theory, without green capabilities, no company can achieve a significant level of green competitive advantage. Although business transformation in terms of digitalization and competitive advantages in terms of environmental protection have gradually received attention in recent years, most researchers have conducted separate studies on the two and rarely integrated them. On the other hand, given that “digital transformation” and “green competitive advantage” are emerging categories – at least compared to many business concepts – it is necessary for commercial companies to have sufficient flexibility to integrate green and digital policies within themselves. Therefore, the issue of flexibility is also considered an important area for gaining green competitive advantage. Research on digital transformation is still in its early stages, which means that current studies mostly focus on digital transformation without considering green concepts (Feng et al, 2022).<br />Considering the above and recognizing the fact that the relationship between digital transformation and gaining competitive advantage and the related mechanisms are not well explained, this study attempts to provide a conceptual framework to understand the potential effects of digital transformation on gaining green competitive advantage by considering the moderating role of laws and regulations. Also, in this study, the role of mediating factors including green capabilities, flexibility, and R&D performance is also considered to provide a conceptual framework with sufficient complexity and elaboration. It is expected that the results of this study will explain the mechanisms through which digital transformation leads to green competitive advantage for companies.<br />Methodology<br />The present study is in the field of applied research in terms of its purpose, which was conducted in the form of a descriptive-survey study. The statistical population of this study is senior and middle managers of Kaleh Company (N=125); from which a sample of 95 people was selected using the Cochran formula. Sampling was carried out in a convenient manner. An adapted questionnaire taken from previous questionnaires was used to collect data. This questionnaire consists of 8 dimensions and 32 items. Inferential statistics and the partial least squares (PLS) technique were used to analyze the data and test the research hypotheses. The data obtained were also analyzed using SPSS and Smart PLS statistical software.<br />Results and discussion<br />Based on the results obtained from calculating the path coefficient and t-value, all research hypotheses were confirmed. This means that the results showed that digital transformation has a positive and significant effect on green innovation capabilities; laws and regulations moderate the relationship between digital transformation and green innovation capabilities; Green innovation capabilities have a positive and significant impact on R&D performance; R&D performance has a positive and significant impact on technology flexibility; R&D performance has a positive and significant impact on structural flexibility; R&D performance has a positive and significant impact on cultural flexibility; Technology flexibility has a positive and significant impact on green competitive advantage; Structural flexibility has a positive and significant impact on green competitive advantage; and Cultural flexibility has a positive and significant impact on green competitive advantage. The results also show that the GOF value is higher than the acceptable limit (0.3), which indicates the optimal fit of the model.<br />Conclusion<br />The results of this study showed that digital transformation - in addition to the significant effects it has on the business environment - can help companies gain green competitive advantage. In fact, this research is one of the few studies that, by combining the concepts of green and digital transformation, provides a conceptual framework that shows how digital transformation creates the necessary basis for companies to gain green competitive advantage by integrating green innovation capabilities and improving research and development performance. On the other hand, the model presented in this research shows that digital transformation and its effects on a company's green innovation capabilities are influenced by the legal and regulatory system. با گسترش فناوری‌های نوین، تحول دیجیتال به عنوان عاملی کلیدی در بازآفرینی استراتژی‌های سازمانی مطرح شده و نقش مهمی در کسب مزیت رقابتی سبز ایفا می‌کند. پژوهش حاضر با هدف ارائه چارچوب مفهومی پیشایندهای کسب مزیت رقابتی سبز در عصر دیجیتال انجام شده است. جامعه آماری این تحقیق مدیران ارشد و میانی شرکت کاله می‌باشد (N=125)؛ که از این میان نمونه ای به حجم 95 نفر با استفاده از فرمول کوکران و به شکل در دسترس انتخاب شده است. برای گردآوری داده‌ها از پرسشنامه‌ای شامل 8 بعد و 32 گویه استفاده شده است. پس از تایید روایی و پایایی ابزار گردآوری داده ها، پرسشنامه در بین اعضاء نمونه توزیع و داده های بدست آمده با تکنیک حداقل مربعات جرئی و نرم افزار اسمارت پی.ال.اس تحلیل شد. نتایج بدست آمده نشان داد که تحول دیجیتال تاثیر مثبت و معناداری بر قابلیتهای نوآوری سبز دارد؛ قوانین و مقررات رابطه بین تحول دیجیتال و قابلیتهای نوآوری سبز را تعدیل می کند؛ قابلیتهای نوآوری سبز تاثیر مثبت و معناداری بر عملکرد تحقیق و توسعه دارد؛ عملکرد تحقیق و توسعه تاثیر مثبت و معناداری بر انعطاف تکنولوژی دارد؛ عملکرد تحقیق و توسعه تاثیر مثبت و معناداری بر انعطاف ساختاری دارد؛ عملکرد تحقیق و توسعه تاثیر مثبت و معناداری بر انعطاف فرهنگی دارد. همچنین مشخص شد که انعطاف پذیری در هر سه سطح انعطاف تکنولوژی، ساختاری و فرهنگی تاثیر مثبت و معناداری بر مزیت رقابتی سبز دارد