The effect of environmental structures on green brand preference with the mediating role of consumer attitude
Subject Areas : Environmental pollutions (water, soil and air)moslem soleymanpor 1 * , Reza norouzi ajirloo 2 , samad khabbaz bavil 3
1 - Assistant professor, Department of Business Management, Payame Noor university, Tehran, Iran. *(Corresponding Author)
2 - Assistant professor, Department of Business Management, Payame Noor university, Tehran, Iran.
3 - Assistant professor, Department of Business Management, Payame Noor university, Tehran, Iran.
Keywords: environmental, green brand preference, solar batteries,
Abstract :
Background and Objective: Today, as a result of industrial production, societies are involved in many environmental issues and pollution. The aim of this research is to investigate the effect of environmental structures on green brand preference with the mediating role of consumer attitude.
Material and Methodology: This research is applied in terms of purpose and descriptive-survey in terms of nature and method. In order to collect data, questionnaires and document-library studies have been used. The statistical population of the research was consumers who had the experience of buying solar batteries in West Azarbaijan province. From the available sampling method, 320 questionnaires were distributed with the cooperation of battery sellers, and finally 284 correct questionnaires were received and analyzed. The data collection tool was a combination of standard questionnaires and researcher-made questionnaires, whose formal and content validity was examined and confirmed by a group of experts. The test results were shown by SMART-PLS software using t-test and path coefficients.
Findings: The results showed that environmental structures have a positive relationship with green brand preference. In addition, the positive relationship between environmental constructs and green brand preference is mediated by consumer attitude. Environmental structures have an effect on green brand preference with a coefficient of 0.793, and 46% of the total effect of environmental structures on green brand preference is created through the mediating variable of consumer attitude.
Discussion and conclusion: According to the obtained results, it is recommended that the managers of companies producing solar batteries, while paying attention to the environmental concerns of customers, provide creative solutions to improve environmental performance, the commitment of all members of the organization to the environmental strategy. Environment, carry out environmental advertisements to inform customers about solar batteries, put the use of the green label at the top of their work.
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