Effect of Green Marketing on Consumer Purchase Intentions With Regard to the Company's Image as a Mediator in the Retail Setting Case study: The Customers of Naghshe-e Jahan Sugar Company

The current study investigated the effect of green marketing on consumer's intention to purchase by considering the corporate image as an intermediator in retail-sale environment. Three variables of social responsibility, product image and corporate reputation were studied as factors of the corporate image. The statistical population included citizens who were beyond 20 year old in Isfahan province and the data collected from two-hundred eighty four respondents. Researcher self-made questionnaire was used to collect the required data. First, thirty questionnaires were distributed and reliability of the tool was estimated 93% by calculating the Cronbach's alpha. Simple random sampling method was utilized. Data analysis was conducted using Amos and SPSS 19 software. The study was conducted using descriptive-field method. For data analysis in descriptive statistics section, standards such as frequency, percentage, mean and standard deviation and diagrams to describe the variables and questions of the questionnaire were applied. In inferential statistics section analysis of structural equations models and t-test were used to test the hypotheses. The results indicated that green marketing has a significant effect on social responsibility and product image. The effect of green marketing on corporate reputation is not significant and three factors of corporate image have a direct effect on intention to purchase. Given to indirect effects among the variables, green marketing has a significant effect on intention to purchase.
Familiarity with the effect of green marketing on customers' intention to purchase in Naghshe Jahan Sugar Company will be a good incentive for consumers to consider environmental aspects in their intention to purchase and decrease the negative effects of artificial products through using environment friendly products by considering the role of corporate image factors.