Presenting the New Product Development Success Model with the Approach of Green Products Appraisal in the Food Industry

Subject Areas : Environmental Economics

Mohammad sadegh Dehgani Bahreghani ¹ (PhD student, Department of Industrial Management, Yazd Branch, Islamic Azad University, Yazd, Iran.)
Hasan Dehghan Dehnavi ² (Associate Professor, Department of Industrial Management, Yazd Branch, Islamic Azad University, Yazd, Iran. *(Corresponding Authors))
Mohammad Reza Dehghani Ashkazari ³ (Assistant Professor, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran.)
Mehdi Akaberi Tafti ⁴ (Assistant Professor, Department of Economics, Meybod University, Meybod, Iran.)

Received: 2022-10-21 Accepted : 2023-02-08 Published : 2023-05-22

Keywords: Green Consequences, Food Industry, New product development,

Abstract :

Background & Objective: In today's world, increasing environmental changes; wastage; intensity of competition; The shortening of the product life cycle and on the other hand the movement of production towards new technology and knowledge have forced companies to develop green products as one of the competitive strategies. Therefore, in this research, it was carried out with the aim of presenting a presenting the new product development success model with the approach of green products appraisal in the food industry. Material and Methodology:  The type of research methodology is mixed and based on the result, it is placed in the category of developmental research. In this research, interviews are used to collect data in the qualitative part, and matrix checklists based on pairwise comparisons are used in the quantitative part. The target population in the qualitative section was 14 university specialists who were considered experts both scientifically and experimentally. Sampling in the qualitative methodology section was theoretical sampling and how to determine the snowball sample. But the target population in the quantitative part was 24 managers of knowledge-based companies, who were selected based on work experience and level of technical and specialized knowledge through homogeneous sampling. Findings: The results of the research in the qualitative part of the existence of 810 open codes; there are 107 concepts and 20 categories in the form of a paradigm model for the development of green products in the food industry. Also, the results in the quantitative section showed that the percentage of impact of green technology is higher than the other consequences of green product development, which means that the most effective result of green product development at the level of knowledge-based companies is food products. Discussion and conclusion: The obtained result shows the fact that green technology, which is created during infrastructural processes based on green product development plans, provides the possibility of classifying and categorizing information from social platforms and customers to knowledge-based companies and provides the conditions So that companies can improve their level of knowledge about environmental changes and customers' tastes and expectations, and in this way, they can be ahead of the development of competitive functions in the field of green products in the long term.

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