Factors Affecting Green Brand Switching Behavior to Experimental Consume Natural Cosmetic Consumers (Case Study: Cinere Products)

Subject Areas : Jounal of Marketing Management

kiana kheiri ¹ , rasol asgarpor ²

1 - PhD student in Business Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran
2 - Assistant Professor, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran

Received: 2020-12-25 Accepted : 2021-05-17 Published : 2021-06-22

Keywords: Green brand empirical quality, Cinere brand, Green brand empirical satisfaction, Green brand skepticism, Green brand cognitive inconsistency, Green brand experience, Green brand empirical risk, Green brand change behavior, Green brand change tendency,

Abstract :

Green products have become more diverse and popular in the market, but consumers prefer not to change their environmental products. Understanding consumers' attitudes towards the environment can help develop sustainable marketing strategies. To achieve competitive advantage, environmental organizations must use green branding strategies to reduce customer turnover behavior due to environmental concerns. The purpose of this study is to investigate the factors affecting green brand switching behavior in consumers of natural cosmetics in Cinere products. The research method is descriptive-survey and applied and the sampling method in this research is a simple random type that was collected from Cinere brand customers in Tehran and was conducted in the summer of 1399. The research tool is a standard questionnaire that was finalized after correction and expert opinion. The reliability of the questionnaire was assessed and confirmed by Cronbach's alpha coefficient. Statistical data processing was performed at the descriptive level with SPSS and at the inferential level using structural equations and SMART PLS 03 software. Findings of the study showed that green doubt has no significant effect on green experimental satisfaction in Cinere brand products, but green brand empirical risk, green brand cognitive inconsistency, green brand quality and green brand experience on green brand empirical satisfaction. It has an effect. The results also showed the effect of empirical satisfaction of green brand on the desire to change the green brand and the desire to change the green brand had a significant effect on the behavior of green brand change.

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