Developing a Green Retromarketing Model through the Integration of Environmental Concepts and Nostalgia Driven Marketing: A Case Study of the Home Appliance Industry

Document Type : Original Article

Authors

1 PhD student, Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran.

2 Assistant Professor, Business Management Department, North Tehran Branch, Islamic Azad University, Tehran, Iran

3 Associate Professor, Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran.

Abstract

Introduction
A review of the literature indicates that although extensive research has been conducted on the various dimensions of green marketing, no study has yet established a coherent and systematic linkage between the concept of green marketing and retromarketing. This is noteworthy given that many consumers’ nostalgic memories are rooted in periods when environmental conditions were considerably more favorable than they are today. Consequently, integrating green concepts into retromarketing offers the potential to emphasize the environmental and ecological aspects of a firm’s historical identity while simultaneously leveraging the emotional and symbolic advantages of nostalgic marketing. In this regard, the present study seeks to develop a conceptual model of green retromarketing as an emerging marketing concept. In addition to its practical implications, this research provides new insights for marketing scholars and practitioners by highlighting how “green” concepts and components can be systematically incorporated into the design and implementation of retromarketing strategies.
 
Methodology
Given that the primary objective of this study is to develop a green retromarketing model that integrates environmental concepts with past-oriented marketing approaches, the research is classified as developmental in terms of purpose. From a methodological perspective, it is exploratory in nature and adopts a qualitative research design. Using a qualitative approach, the dimensions, components, and indicators influencing green retromarketing were identified, and the research model was subsequently developed. The research participants consisted of academic and executive experts in the fields of marketing and retromarketing, as well as managers within the Iranian home appliance industry. A non-probability purposive sampling method was employed to select participants, and sampling continued until theoretical saturation was achieved, which occurred after 14 in-depth interviews. The snowball sampling technique was used to identify additional qualified experts. Data were collected through semi-structured interviews, selected in accordance with the research objectives and subject matter. To ensure the validity and reliability of the qualitative data, test–retest reliability and inter-coder agreement methods were applied. Data analysis was conducted using the grounded theory approach, with qualitative coding and analysis performed using MAXQDA 2020 software.
 
Findings
The findings of the study indicate that 17 experts participated in the interviews, of whom 58% were male and 42% were female. The largest age group was between 35 and 45 years (53%), and in terms of education, the majority held a doctoral degree (71%). Moreover, 58% of the experts had 10–20 years of work experience, while 42% had more than 20 years, reflecting the high level of expertise and professional experience of the respondents. The coding reliability results showed a test–retest reliability of 88% and an inter-coder agreement of 79%, both exceeding the acceptable threshold of 60%, thereby confirming the credibility of the data. Data analysis was conducted using the grounded theory approach through the stages of open coding, axial coding, and selective coding. Ultimately, 15 categories were identified under six main dimensions, leading to the development of the Green Retromarketing Paradigm Model, which was validated using MAXQDA20 software.
 
Discussion and Conclusion
Based on the findings, several managerial and strategic implications can be proposed. These include identifying and classifying the environmental concerns of key consumer segments; creating distinctive and environmentally oriented consumer experiences; establishing interactive and reciprocal relationships with consumers; emphasizing environmental components and green experiences within branding strategies; fostering cognitive and emotional connections through nostalgic and heritage-based packaging; designing new products in alignment with consumers’ traditional culture; and employing historical and symbolic brand elements to stimulate imagination, nostalgia, and dreamlike associations rooted in legacy brands.

Keywords

Main Subjects

References

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Green Development Management Studies
Volume 4, Issue 4 - Serial Number 10
December 2025
Pages 157-174

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History

  • Receive Date: 17 December 2024
  • Revise Date: 09 February 2025
  • Accept Date: 09 March 2025

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