Green Supply-Chain Management And Green Purchase Intention, The Role Of Green Brandequity

Green Supply-Chain Management And Green Purchase Intention, The Role Of Green Brandequity
International Conference on Business Sustainability and Innovation
پائولو پینانگ، مالزی
تاریخ کنفرانس: 
چهارشنبه - ۲۵ مهر ۱۳۹۷ تا جمعه - ۲۷ مهر ۱۳۹۷
مؤسسه برگزارکننده: 
چکیده

This study aims to analyze the impact of green supply chain management on customers’ green purchase intention in Iranian beverage industry.‎ To this end, this study examines the role of brand equity as a mediator variable.‎ The research paradigm is positivistic, its approach is deductive and its strategy is survey.‎ A questionnaire sample consisting of 48 questions was handed out via e-mail, Telegram software and cyberspace to the sample population consisting of 30 manufacturers and their consumers, Three for each.‎ Facial and content validity of the questionnaires are assured by the review of experts and using standard questionnaires formerly designed.‎ The structural validity also relied on confirmatory factor analysis.‎ Reliability is 0.‎79 according to Cronbach's alpha.‎ Data analysis is done using smart PLS software and testing by means of correlation matrix, Structural equation model and the model fitness test.‎ The findings of our study showed a significant and positive correlation between Green Supply Chain Management and the Green brand equity.‎ It was also revealed that green brand equity also plays a significant role in determining the customers green purchase intention.‎

استناد: 

Labafi, Somaye, Yashar Salamzade, and Mahdieh jalalpoor.‎ 2018.‎ Green Supply-Chain Management And Green Purchase Intention, The Role Of Green Brandequity. Paper Presented in International Conference on Business Sustainability and Innovation, Pulau Pinang.‎

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