Presenting a Green Retromarketing Model: Combining Environmental Concepts and Past-Based Marketing (Case Study: Home Appliance Industry)

Introduction
A review of the literature shows that although much research has been conducted on the various elements of green marketing, no research has been conducted to establish a logical connection between the concept of green marketing and the concept of retromarketing. This is while some of the nostalgic memories of customers are rooted in a time when the environmental situation was much better than today; that is, the use of green concepts in retromarketing has the potential to focus on the green and environmental aspects of the company's history while taking advantage of the benefits of nostalgic marketing. Therefore, the present study attempts to present a conceptual model regarding green retromarketing as a new marketing concept. It is obvious that in addition to practical applications, this research can provide new insights to marketing professionals to use the concepts and components of "green" in the design of retromarketing methods.
Theoretical framework
Literature
Retromarketing introduces a powerful form of marketing that cleverly leverages past connections to memories that resonate in the contemporary era. Retromarketing is the art of turning a mild nostalgia or interest in the past into an effective marketing force. Imagine that warm, fuzzy feeling you get when you reminisce about a favorite TV show from your childhood, the tunes that captivated you in your teenage years, or the fashion that captivated you in your twenties. These inherently human emotions, when properly channeled, become powerful tools in creating effective marketing leads. Brands recognize the potential of “old memories” and flawlessly leverage it to captivate their audiences, boost their conversion rates, and elevate their online presence to a new level (Huang et al., 2024).
Research background
Song et al. (2022) conducted a study to extend the signaling theory to develop a brand legacy model for reputable brands by surveying and distributing 362 questionnaires to consumers in Beijing and Shanghai, China. The results revealed that brand legacy directly and indirectly affects purchase intention through brand credibility and nostalgic experiences. Crespo-Pereira et al. (2022) conducted a study titled Nostalgia, Retro Marketing, and Neuromarketing: An Exploratory Survey. The results suggest that nostalgia is triggered by marketing stimuli that arise from individuals’ internal memory and thus emotions that arise from cognitive responses (attitudes) followed by a specific behavioral response. The research points to a lack of literature/studies on neuroscientific methodology in empirical nostalgia research.
Research methodology
Given that the main purpose of this research is to present a green retromarketing model to integrate environmental concepts and past-oriented marketing, it can be said that the present research is in the field of developmental research in terms of its purpose. In terms of its approach, this research is also classified as exploratory studies. The present research is a qualitative exploratory research method. Accordingly, using a qualitative approach, the dimensions, components, and indicators affecting green retromarketing are identified and the research model is designed. The participants in this research include executive and academic experts in the field of marketing, retromarketing marketing, and managers of the Iranian home appliance industry. To determine the samples of this research and to determine this group of experts, a non-probability and purposive sampling method was used. The criterion for determining the sample size in this research was to reach theoretical saturation, which was achieved after 14 theoretical saturation interviews. The snowball technique was used for sampling. In the present research, considering the subject and objectives of the research, a semi-structured interview method was used. To determine the validity and reliability of the interviews, two methods were used: test-retest and double-coder agreement. In this study, the grounded theory method was used to analyze the qualitative data. Data analysis in the qualitative section was performed using Maxqda 2020 software.
Research findings
In grounded theory, data integration is of great importance. In the research process, after collecting, analyzing, and interpreting data, it is time to present the model, draw conclusions, and summarize the research. Based on the results of selective coding, 13 categories were identified in the form of six main groups.
Conclusion
In relation to the results obtained, the following suggestions are presented: Categorizing and recognizing the environmental concerns of key consumers Creating a different and green experience for consumers Possibility of establishing two-way and reciprocal relationships with consumers Paying attention to environmental components and green experiences in branding Creating cognitive and emotional connection through old and nostalgic packaging Designing new products according to the traditional culture of consumers Using old and symbolic symbols to stimulate fantasy and dreamlike tendencies from old business brands