Investigating the Effect of Green Marketing Mix through the mediating role of Corporate Social Responsibility on Brand Equity and Costumer Purchase Intention (Case Study: products of Behpak Industrial Corporate in Behshahr City)

Abstract

The environment is much more important than in the past, so that the requirements of global trade require companies to seriously consider sustainable environmental protection in all their processes. The purpose of this study is to investigate the effect of green marketing mix through corporate social responsibility on brand equity and customer purchase intention of Behpak Industrial Company products in Behshahr city. The present study is descriptive in terms of method and applied in terms of purpose. The statistical population of this study is consumers of Behpak Industrial Company products in Behshahr city, and the available random sampling method was used. In order to collect data, a researcher-made questionnaire was distributed among 320 statistical samples of this study. Data analysis was performed with SPSS and PLS software. The results showed that green marketing mix through corporate social responsibility has a significant effect on brand equity and customer purchase intention. The direct and significant effect of green marketing mix on brand equity, corporate social responsibility, customer purchase intention and the direct and significant effect of corporate social responsibility on brand equity and customer purchase intention as well as the effect of brand equity on customer purchase intention were confirmed.