Investigating the effect of green marketing and corporate social responsibility on the green image of the company with the mediating role of customer trust

چکیده مقاله

The purpose of this study is to investigate the effect of green marketing and corporate social responsibility on the green image of the company with the mediating role of customer trust Case study: consumers of Kaleh products in Ghaemshahr This research is applied in terms of purpose and descriptive survey method The statistical population includes all consumers of Kaleh Company products in Ghaemshahr, the number of which is unknown According to the unspecified Cochran's formula of society, the minimum statistical sample size is 196 people selected by available non probability sampling method In the present study, the field method was used to collect primary data and the primary data collection tool was a Likert five choice questionnaire and the library method was used to collect secondary data Validity of the questionnaire was the method of content validity and face validity and its reliability was calculated using Cronbach's alpha, the total reliability of which is equal to 0 90 Structural equation modeling and LISREL software were used to test the research hypotheses The results showed that green marketing and social responsibility of the company has a positive and significant effect on customer trust of consumers of Kaleh Company products in Ghaemshahr Green marketing and social responsibility of the company has a positive and significant effect on the green image of Kaleh's consumers in Ghaemshahr and customer trust has a positive and significant effect on the green image of Kaleh's consumers in Ghaemshahr

کلیدواژه‌ها

نویسندگان

Abbas Akrami

Department of mathematics, University of Zabol, Zabol, Iran

Amir Alizadeh Chamazkoti

PhD student in Business Management Marketing Management, Sari Branch, Islamic Azad University, Sari, Iran

Seyed Yaser Ebrahimian Jelodar

Assistant Professor of Business Management, Farvardin Ghaemshahr Institute of Higher Education, Ghaemshahr, Iran

Alizadeh Chamazkoti, Amir and Ebrahimian Jelodar, Seyed Yaser,1400,Investigating the effect of green marketing and corporate social responsibility on the green image of the company with the mediating role of customer trust,9th International Conference on Management, World Trade, Economics, Finance and Social Sciences

ارائه‌شده در

مجموعه مقالات نهمین کنفرانس بین المللی مدیریت، تجارت جهانی، اقتصاد، دارایی و علوم اجتماعی6 آذر 1400