Challenges of Implementing the Concept of Urban Green Marketing (Case Study: North Periphery area of Mashhad City)

Document Type : Scientific-Research

Authors

Seyyed Omid Aghamiri ¹

Hadi Sarvari ²

Mohammad Hadi Mahdinia ²

Hakimeh Hatef ³

¹ Ph.D. students, Department of Urban Planning, Mashhad Branch, Islamic Azad University, Mashhad, Iran

² Assistant Professor, Department of Urban Planning, Mashhad Branch, Islamic Azad University, Mashhad, Iran

³ Assistant Professor of Agricultural Economics, Department of Agricultural Economics, Islamic Azad University, Mashhad, Iran

https://doi.org/10.22067/jgusd.2024.84084.1345

Abstract

The lack of interaction between urban planning and economic requirements for marketing the competitive advantages of a city is not limited to the city itself; rather, it should be viewed in a comprehensive perspective that includes its surrounding areas. The urban periphery has traditionally been designed to control urban population growth and prevent sprawl. However, this limited perspective has turned the periphery into cost-limited zones, lacking a suitable approach to harness the potential of the urban periphery in line with sustainable urban development. The main issue lies in the limited contribution of the periphery to the sustainable revenue of city municipalities. The objective of this research is to elucidate the challenges of green marketing in urban planning within the periphery based on existing contexts, in order to diversify and increase sustainable urban revenues from the periphery. Green marketing involves identifying attractive investment opportunities for various economic sectors in alignment with environmental objectives. The research method used in this article is qualitative, employing content analysis. Seventeen experts in urban management, natural resources, and city officials were interviewed using this method, with interview durations ranging from 25 to 55 minutes. The purpose was to explore the position of this concept in urban planning within the periphery, considering instances of green marketing aligned with sustainable development goals. The results indicate that the development of urban green marketing in the periphery requires a multidimensional approach and collaboration among institutions, organizations, businesses, and the local community to achieve environmental and economic improvements. With the participation of city municipalities in investments, environmental concerns and their consequences can receive increased attention.

Keywords

Urban marketing

green marketing

sustainable income

North periphery

Mashhad city

Subjects

• urban planinnin

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