Author/Authors :
Azad، Naser نويسنده , , Mahmoudzadeh، Seyed Mohsen نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran , , Mousavi، Seyed Shahab نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran , , Agha Alikhani ، Elham نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran , , Kamali ، Saba نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran ,
Abstract :
Green marketing plays important role on developing different business plans without harming environment. Green marketing may also help us find more loyal customers since many people do care about taking care of environment and prefer purchasing only green products and services. In this paper, we present an empirical investigation to find the effect of different green strategies on brand loyalty. The proposed study designs a questionnaire and distributes it among 384 randomly selected people who purchase various brands in city of Tehran, Iran. The gathered data are analyzed using structural equation modeling and the results indicate that different green marketing strategies including green pricing, green promotion, green distribution positively influence brand loyalty.
