Providing a value co-creation model based on green social capital (case study: family businesses)

Introduction:
Brand is one of the most valuable assets of any organization, and green human resource management can pave the way to achieve more market share and more profitability in any industry. In the meantime, this valuation from the customer's point of view is very important for companies. Family companies are a type of business enterprise in which decisions are made by family members (different generations). These companies have played an influential role in the economy for a long time and are considered one of the fundamental organizations that make up the overall economy of a country. While many studies have been conducted in relation to co-creation and family branding, in most of the previous studies, these two concepts have been studied in the form of two separate areas. Not much research has been done on the investigation of value co-creation in the framework of family branding, which is one of the main motivations for this research. On the other hand, green social capital is one of the very new and emerging concepts in management literature and has not received much attention from domestic and foreign researchers. According to the review conducted by the authors, so far there has not been a single internal article related to green social capital and its potential role in the co-creation of brand value. Meanwhile, with the increasing importance of the environment from the customers' point of view. The companies focus on considering the green approach in branding, which can play an effective role in creating a relationship between the company and a wide network of customers who are enthusiastic about the environment. This creates the basis for creating a brand. To provide green products adhering to environmental principles. With these explanations, the present study presents a value co-creation model based on green social capital in family businesses.
 
Materials and methods:
The purpose of this research is in the field of developmental research. Also, based on the nature and method, the current research is research with a mixed approach, which is conducted cross-sectionally in terms of time. The statistical population of the qualitative phase of the research includes the professors of Islamic Azad University and several university units in marketing fields. Customers of the leather industry customer club, managers, and expert experts in matters of family brand and social capital. They are familiar with the topics of family brand and social capital. To determine the samples for this research and to determine this group of experts, the purposeful sampling method was used. The sampling method was snowball, which was achieved with 15 theoretical saturation interviews. The statistical population in the quantitative section is equal to 4000 employees and experts of sales, marketing, and commercial management of companies active in the leather industry and active representatives of leather brand companies whose headquarters are in Tehran. This population is limited to 384 people through the Cochran formula for communities. We have received a sample, and the questionnaire has been provided to these people in the form of a link and through the online website that was designed by Poress Line. Coding of the data obtained from the interviews in this study was done with the database approach: open coding, central coding, and selective coding. All stages of qualitative analysis were done using MAXQDA software. The partial least squares technique and Smart PLS software were used to analyze the questionnaire data.
 
Findings:
Data integration is very important in fundamental theorizing. In the research process, after collecting data, analyzing it, and interpreting it, it is time to present the model, conclusion, and summary of the research. In the first step, by examining the current situation, the obtained data are classified into 6 main categories. According to the opinions of professors and experts, 14 categories and 29 indicators have been used for the value co-creation model based on green social capital from all the indicators obtained from the qualitative data analysis of the Interview Foundation. Based on the results of qualitative analysis, community environmental concern and communication are causal conditions; economic factors and green brand culture are contextual categories; green marketing management and market orientation are intervening conditions; green social capital is a central phenomenon; green orientation, maintaining brand value, shared brand, and emotional brand are strategies and active loyalty. Brand resonance and meaning. The brand was identified as the most important consequence of value co-creation based on green social capital in family branding. In the quantitative part and before testing the research hypotheses, the validity and reliability values of the questionnaire were checked. The average value of shared values was obtained as 0.789. The average value of (R^2) ̅ was calculated to be equal to 0.618, and the standard value of GOF was equal to 0.698. Obtaining the value obtained for these criteria shows the strong fit of the overall research model. The results of the quantitative part, while confirming the research hypotheses, showed that the proposed model has good validity.
 
Discussion and conclusion:
Community environmental concern and communication were identified as causal conditions in the value co-creation model based on green social capital. Human activities are changing the world and the environment in which we live. Global environmental changes—such as pollution, climate change, biodiversity loss, and fresh water depletion—affect people worldwide, findings consistent with results from other researchers (Manoz-Bolon et al., 2022; Afford et al., 2021; Sarasov et al., 2022). Economic factors and green brand culture are the main contextual categories in relation to value co-creation in family branding. The success of family companies in the business market largely depends on the economic strategy and methods used to finance business processes. The results obtained in this research are consistent with the results of previous researchers, including Javashi et al. (2019), Suzan et al. (2020), and Boni et al. Green marketing management and market orientation were chosen as the categories of intervening conditions in formulating a value co-creation model based on green social capital. Green marketing includes all activities that help improve the environment. The results obtained in this research are consistent with the results of other researchers (Liu et al., 2024; Form and Tychon, 2021; Dressler and Panovich, 2021). Green social capital was identified as a central phenomenon in the current research. Small-scale business sectors with limited capital can improve business performance by creating linkages between entrepreneurs. The results obtained regarding the axial phenomenon are consistent with the findings of Hay et al. (2021), Singh et al. (2021), Schmiller et al. (2023), and Alola et al. (2023). Green orientation, maintaining brand value, shared branding, and emotional branding were identified in relation to the main strategies in the value co-creation model based on green social capital. The results obtained in this research are consistent with those of Sarasov et al. (2022), Chu et al. (2024), Sisvanti et al. (2024), and Hasani et al. (2018). Brand resonance, brand loyalty, and brand meaning were identified as the most important consequences of value co-creation based on green social capital in family branding. In explaining this finding, it should be mentioned that customer loyalty is undoubtedly the main key to success and higher profitability. The results obtained in this research are consistent with the findings of Suzan et al. (2020), Boni et al. (2020), Manoz et al. (2022), and Sajider et al.