علی قلی پور سلیمانی

As an emerging technology, blockchain can be used in all areas of e-commerce, one of which is advertising. The present study has been designed to identify a dynamic model of trust in blockchain-based advertising and acceptance of this type of advertising. In order to achieve the purpose of the research, the required information was collected by literature, background review and experts opinions. In the next step, the research information was analyzed using systems dynamics methodology (Sterman approach) and a dynamic research model was presented. After model validation and examining the causal relationships, simulations and scenario analysis were performed using Vensim software. The results show the positive effect of the audience, advertiser and advertising characteristics on trust in blockchain-based advertising and, consequently, the improvement of the audience loyalty coefficient. Also, the results of scenarios indicate an ascending growth (Pessimistic: about %60, Optimistic: about %80) in audience loyalty. Finally, practical suggestions were presented in accordance with the research results

The state of the world's environment reveals the fact that in recent decades, due to human activities and increasing consumerism, Earth has suffered irreparable damage and the world is witnessing unprecedented growth in environmental degradation, just as consumers activities can lead to deteriorating environmental conditions. The environmentally conscious behaviors such as green purchase behavior, can be agents of change, motivation and attention to the environment. The purpose of this research is to develop   a model for implementing green purchase behavior that recognizes the dimensions of this behavior to determine the effective factors, operational strategies, and consequences of its implementation.The overall approach is qualitative and Grounded Theory has been done. Using purpose foul and snowball sampling methods, semi-structured interviews were conducted with 13 experts from the field of business researchers and environmental activists.The results of data coding led to the identification of 448 initial codes which finally cited the approach Systematic in the given data theory, paradigm model show that causal categories (environmental belief, health concern, green attitude, mental norm), causal categories (green purchase behavior), background categories (economic indicators, government support for capital Eco-friendly investments, the country's environmental policies, the impact of green consumption culture), interventionist category (distribution of green products, financial and economic constraints of households and promotion, encouragement to green purchase), strategies (Indian market strategies, prices, innovation), and the consequence (at the macro-level including increasing the level of health in society, development, and growth of organizational performance and promoting green lifestyle and at the micro-level including preference to buy environmentally friendly products and increase the repetition of purchases behavior) Impact on the implementation of green purchases behavior.