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Naser Azad(82)
Zeplin Jiwa Husada Tarigan(66)
Mohammad Reza Iravani(64)
Endri Endri(45)
Muhammad Alshurideh(42)
Hotlan Siagian(40)
Dmaithan Almajali(37)
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Ni Nyoman Kerti Yasa(29)
Haitham M. Alzoubi(28)
Sulieman Ibraheem Shelash Al-Hawary(28)
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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 3 Issue 10 pp. 2587-2592 , 2013

Investigating the effect of different green marketing on brand loyalty Pages 2587-2592 Right click to download the paper Download PDF

Authors: Naser Azad, Seyed Mohsen Mahmoudzadeh, Seyed Shahab Mousavi, Elham Agha Alikhani, Saba Kamali

DOI: 10.5267/j.msl.2013.09.013

Keywords: Green distribution, Green marketing, Green pricing, Green promotion

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.

How to cite this paper
Azad, N., Mahmoudzadeh, S., Mousavi, S., Alikhani, E & Kamali, S. (2013). Investigating the effect of different green marketing on brand loyalty.Management Science Letters , 3(10), 2587-2592.

Refrences
Diabat, A., & Govindan, K. (2011). An analysis of the drivers affecting the implementation of green supply chain management. Resources, Conservation and Recycling, 55(6), 659-667.

Liu, S., Kasturiratne, D., & Moizer, J. (2012). A hub-and-spoke model for multi-dimensional integration of green marketing and sustainable supply chain management Original. Industrial Marketing Management, 41(4), 581-588.

Shang, K.C., Lu, C.S., & Li, S. (2010). A taxonomy of green supply chain management capability among electronics-related manufacturing firms in Taiwan. Journal of Environmental Management, 91(5), 1218-1226.

Sofiyabadi, J., Movahedi, M., & Noori Nasab, S. (2010). Strategic orientation in evaluation of supply chain activities. Management Science Letters, 2(5), 1785-1794.

Vazifehdoust, H., Taleghani, M., Esmaeilpour, F., & Nazari, K. (2013). Purchasing green to become greener: Factors influence consumers’ green purchasing behavior. Management Science Letters, 3(9), 2489-2500.

Vijaya Ramnath, B., Elanchezhian, C., & Kesavan, R. (2011). A multi attribute decision making method for selection of optimal assembly line. Management Science Letters, 1(1), 65-72.

Wang, Y.F., Chen, S.P., Lee, Y.C., & Tsai, C.T. (2013). Developing green management standards for restaurants: An application of green supply chain management. International Journal of Hospitality Management, 34, 263-273.

Xu, L., Mathiyazhagan, K., Govindan, K., Noorul Haq, A., Vyas Ramachandran, N., & Ashokkumar, A. (2013). Multiple comparative studies of Green Supply Chain Management: Pressures analysis. Resources, Conservation and Recycling, 78, 26-35.

Zhang, G., & Zhao, Z. (2012). Green packaging management of logistics enterprises. Physics Procedia, 24(B), 900-905.
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Journal: Management Science Letters | Year: 2013 | Volume: 3 | Issue: 10 | Views: 3525 | Reviews: 0

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