Abstract: (5 Views)
Introduction and Objective
In recent decades, the global cosmetics industry has witnessed a fundamental shift in consumption patterns. Increasing consumer awareness regarding the side effects of chemical compounds and a growing preference for natural and eco-friendly products have created a new wave of demand for cosmetic-hygienic products of plant origin. These products, known as "cosmeceuticals," encompass a wide range of cosmetic and hygienic preparations containing bioactive compounds of plant origin that, in addition to improving appearance, contribute to the health and vitality of skin and hair. Medicinal plants, as rich sources of bioactive compounds such as essential oils, oils, pigments, and antioxidants, play a key role in formulating a new generation of products. These products, known as "Cosmeceuticals," are dual-action products (combining cosmetic and pharmaceutical properties) that, in addition to aesthetic functions, contain bioactive compounds and effectively contribute to improving health, treating, and maintaining the vitality of skin and hair. Rich biodiversity and extensive traditional knowledge in the application of medicinal plants provide a significant competitive advantage for developing countries. Iran, with over 8000 plant species, of which approximately 2300 possess medicinal, aromatic, spice, and cosmetic properties, is considered one of the richest vegetative regions globally. Due to its significant climatic diversity (ranging from desert regions to cold highlands), Isfahan province has a high capacity for cultivating various medicinal plants. Therefore, the main objective this is to identify and rank entrepreneurial opportunities in the field of medicinal plants, focusing on natural and herbal cosmetics in Isfahan province. This research seeks to answer two fundamental questions: First, what are the entrepreneurial opportunities in this field? Second, what is the priority of these opportunities from the perspective of experts and industry activists?
Materials and Methods
The present study is applied in terms of objective and falls within the category of exploratory mixed-methods (qualitative-quantitative) research in terms of nature. The mixed-methods approach allows for an in-depth exploration of the phenomenon in the qualitative phase and a subsequent quantitative assessment of the findings. Qualitative Phase: qualitative of participants included active entrepreneurs in the field of medicinal plants, experts from the Agricultural Jihad and Natural Resources Organization of Isfahan province, and private sector activists (cultivators, processors, and producers of herbal products). Purposive (judgmental) sampling was employed, and the data collection process continued until theoretical saturation was reached. Theoretical saturation was achieved at the 15th interview, but for greater assurance, interviews continued up to 20 cases. The data collection tool was the in-depth semi-structured interview. All interviews were recorded and transcribed. Qualitative data were coded and analyzed using thematic analysis and MAXQDA software. To ensure the validity and reliability of the qualitative section, triangulation (using multiple data sources) and member checking techniques were utilized. Quantitative Phase: The opportunities identified in the qualitative stage formed the basis for designing the pairwise comparison questionnaire. The statistical population for the quantitative section comprised the same experts and activists, from which 10 individuals were selected to complete the questionnaire. The Analytic Hierarchy Process (AHP) technique was used to analyze the data and prioritize the opportunities. This technique is based on pairwise comparisons of criteria and calculating their relative weights.
Findings
Prior to the final data analysis, the validity of the questionnaires was reviewed and confirmed by professors and experts. In the qualitative section, the analysis of the interviews led to the identification of 31 sub-themes (initial codes), which were categorized into 6 main themes (key opportunities). In the quantitative section, data analysis was performed using Expert Choice software. The AHP results revealed that among the six identified opportunities, "capable human resources" ranked first in importance with a relative weight of 0.259. This was followed by "easy access to experts" with a weight of 0.209 in the second rank, and "suitable infrastructure and platforms for cultivating medicinal plants" with a weight of 0.151 in the third rank. Other opportunities, in order of importance, included: "favorable conditions for the export of green and organic products" (0.148), "globalization and the inevitable public trend towards consuming green products and medicinal plants" (0.136), and "ideal conditions for developing green entrepreneurial businesses in medicinal plants" (0.098). To assess the reliability of the questionnaires, the inconsistency rate was calculated. The final inconsistency rate obtained for the judgments was 0.00547. Since this value is less than the permissible limit (0.1), it indicates appropriate consistency and high precision of the experts' opinions in the pairwise comparison process.
Conclusion
Overall, the results indicate that flourishing the entrepreneurial ecosystem for herbal cosmetic and hygiene products in Isfahan province requires the implementation of operational strategies and multi-dimensional planning. As the top priority, empowering human resources by directing academic research and providing continuous skill-based training to farmers and greenhouse owners is suggested. Additionally, granting low-interest government facilities, supplying improved seeds, supporting applied theses, and creating scientific and specialized networks are recommended. Greater and more appropriate attention to other capacities, strengthening biological input producers is essential for developing organic cultivation infrastructure. Finally, enhancing marketing through exports and cultural promotion for domestic product consumption, media campaigns to promote green entrepreneurship and public awareness, establishing a continuous technical monitoring system in farms, controlling pollution through biological buffers, and establishing a strong supervisory body to monitor lands for 3-5 years and issue international organic certificates are among the most important practical actions for sustainable development and exports in this industry.
In recent decades, the global cosmetics industry has witnessed a fundamental shift in consumption patterns. Increasing consumer awareness regarding the side effects of chemical compounds and a growing preference for natural and eco-friendly products have created a new wave of demand for cosmetic-hygienic products of plant origin. These products, known as "cosmeceuticals," encompass a wide range of cosmetic and hygienic preparations containing bioactive compounds of plant origin that, in addition to improving appearance, contribute to the health and vitality of skin and hair. Medicinal plants, as rich sources of bioactive compounds such as essential oils, oils, pigments, and antioxidants, play a key role in formulating a new generation of products. These products, known as "Cosmeceuticals," are dual-action products (combining cosmetic and pharmaceutical properties) that, in addition to aesthetic functions, contain bioactive compounds and effectively contribute to improving health, treating, and maintaining the vitality of skin and hair. Rich biodiversity and extensive traditional knowledge in the application of medicinal plants provide a significant competitive advantage for developing countries. Iran, with over 8000 plant species, of which approximately 2300 possess medicinal, aromatic, spice, and cosmetic properties, is considered one of the richest vegetative regions globally. Due to its significant climatic diversity (ranging from desert regions to cold highlands), Isfahan province has a high capacity for cultivating various medicinal plants. Therefore, the main objective this is to identify and rank entrepreneurial opportunities in the field of medicinal plants, focusing on natural and herbal cosmetics in Isfahan province. This research seeks to answer two fundamental questions: First, what are the entrepreneurial opportunities in this field? Second, what is the priority of these opportunities from the perspective of experts and industry activists?
Materials and Methods
The present study is applied in terms of objective and falls within the category of exploratory mixed-methods (qualitative-quantitative) research in terms of nature. The mixed-methods approach allows for an in-depth exploration of the phenomenon in the qualitative phase and a subsequent quantitative assessment of the findings. Qualitative Phase: qualitative of participants included active entrepreneurs in the field of medicinal plants, experts from the Agricultural Jihad and Natural Resources Organization of Isfahan province, and private sector activists (cultivators, processors, and producers of herbal products). Purposive (judgmental) sampling was employed, and the data collection process continued until theoretical saturation was reached. Theoretical saturation was achieved at the 15th interview, but for greater assurance, interviews continued up to 20 cases. The data collection tool was the in-depth semi-structured interview. All interviews were recorded and transcribed. Qualitative data were coded and analyzed using thematic analysis and MAXQDA software. To ensure the validity and reliability of the qualitative section, triangulation (using multiple data sources) and member checking techniques were utilized. Quantitative Phase: The opportunities identified in the qualitative stage formed the basis for designing the pairwise comparison questionnaire. The statistical population for the quantitative section comprised the same experts and activists, from which 10 individuals were selected to complete the questionnaire. The Analytic Hierarchy Process (AHP) technique was used to analyze the data and prioritize the opportunities. This technique is based on pairwise comparisons of criteria and calculating their relative weights.
Findings
Prior to the final data analysis, the validity of the questionnaires was reviewed and confirmed by professors and experts. In the qualitative section, the analysis of the interviews led to the identification of 31 sub-themes (initial codes), which were categorized into 6 main themes (key opportunities). In the quantitative section, data analysis was performed using Expert Choice software. The AHP results revealed that among the six identified opportunities, "capable human resources" ranked first in importance with a relative weight of 0.259. This was followed by "easy access to experts" with a weight of 0.209 in the second rank, and "suitable infrastructure and platforms for cultivating medicinal plants" with a weight of 0.151 in the third rank. Other opportunities, in order of importance, included: "favorable conditions for the export of green and organic products" (0.148), "globalization and the inevitable public trend towards consuming green products and medicinal plants" (0.136), and "ideal conditions for developing green entrepreneurial businesses in medicinal plants" (0.098). To assess the reliability of the questionnaires, the inconsistency rate was calculated. The final inconsistency rate obtained for the judgments was 0.00547. Since this value is less than the permissible limit (0.1), it indicates appropriate consistency and high precision of the experts' opinions in the pairwise comparison process.
Conclusion
Overall, the results indicate that flourishing the entrepreneurial ecosystem for herbal cosmetic and hygiene products in Isfahan province requires the implementation of operational strategies and multi-dimensional planning. As the top priority, empowering human resources by directing academic research and providing continuous skill-based training to farmers and greenhouse owners is suggested. Additionally, granting low-interest government facilities, supplying improved seeds, supporting applied theses, and creating scientific and specialized networks are recommended. Greater and more appropriate attention to other capacities, strengthening biological input producers is essential for developing organic cultivation infrastructure. Finally, enhancing marketing through exports and cultural promotion for domestic product consumption, media campaigns to promote green entrepreneurship and public awareness, establishing a continuous technical monitoring system in farms, controlling pollution through biological buffers, and establishing a strong supervisory body to monitor lands for 3-5 years and issue international organic certificates are among the most important practical actions for sustainable development and exports in this industry.
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