The effect of green marketing on the company's reputation based on social responsibility and the company's product image

Document Type : Original Article

Authors

Islamic Azad University, Rasht Branch, Rasht, Iran

Abstract

The main purpose of this study is to investigate the effect of green marketing awareness on the company's reputation based on social responsibility and the company's product image. This study investigates to answer the question of how green marketing awareness affects the research variables (social responsibility, company reputation and product image). The statistical population of the study includes all customers who use products related to Kaleh company in Rasht city. In this regard, Morgan table was used to determine the sample size (N = 360). In order to collect data, a modified and self-made questionnaire was used. This questionnaire consists of 22 questions (items) that examined four components: green marketing awareness, social responsibility, product image and company reputation. Cronbach's alpha method was also used to evaluate the reliability of the questionnaire. Data analysis was performed from descriptive statistics using SPSS 18 statistical software and structural equation modelling method was applied using LISREL 8.80 software. The results of testing the hypotheses also showed that the fit indices of the proposed model in all hypotheses (the effect of green marketing awareness on social responsibility (S = 0.497, t = 5.36), the effect of green marketing awareness On the image of the product (S = 0.280, t = 8.46), The effect of social responsibility on the company's reputation (S = 0.548, t = 4.74), The effect of social responsibility on the image of the product (S = 0.108, t = 3.72 and the effect of product image on the company's reputation (S = 0.497, t = 5.36), is a suitable tool for research.

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