خلاصة:
This research investigates the reaction of green marketing activities audience to suchlike activities considering the mediating role of retailer brand personality perception. The sample consisted of 458 customers of Hyperstar that were exposed to and audited by the company's green marketing activities. A questionnaire was used to collect data, the reliability of which was measured by a pre-test taken by a sample of 30 customers. The measurement models were examined and the hypotheses were tested using statistical techniques including confirmatory factor analysis and structural equation modeling in Amos 22 software. The variables of attitude, trust, satisfaction, and purchase intention were conceptualized as audience reaction construct. The results of the study showed that green marketing affects reaction indirectly through personality perception; however, the direct impact of green marketing on the reaction was not confirmed. Moreover, in relationships among audience reaction variables, the impacts of satisfaction on trust, trust on attitude and purchase intention, and attitude on purchase intention were confirmed, while the impact of satisfaction on attitude was rejected.
ملخص الجهاز:
Master's Student, University of Tehran, Tehran, Iran (Date of Receipt: 2019-03-30 – Date of Acceptance: 2019-09-23) Abstract The present study investigates the response of the audience to green marketing activities considering the role of perception of brand personality in retail.
Attitude Satisfaction Perception of Green Marketing Purchase Intention Trust Brand Personality Retail Audience Reaction Diagram 1.
The research model, in total, includes six constructs (green marketing, perception of retail brand personality, satisfaction, trust, attitude, purchase intention) that were created based on the background of the research.
As a result, the green marketing model with 4 dimensions, perception of retail brand personality with 4 dimensions, and trust are fitted.
Examining the Convergent Validity of the Variable Construct Factor Load CR VIF TOL Perception of Brand Personality Retail 0/877 0/877 1/140 Adaptability 0/817 Seduction 0/501 Creativity 0/572 Duty Consciousness 0/805 Satisfaction 0/957 1/045 0/620 Item 1 0/654 Item 2 0/722 Item 3 0/635 Trust 0/905 1/105 0/600 Item 1 0/529 Item 2 0/607 Item 3 0/536 Item 4 0/600 Attitude 0/905 1/105 0/999 Item 1 0/845 Item 2 0/824 Purchase Intention 0/820 1/220 0/999 Item 1 0/619 Item 2 0/813 Green Marketing 0/601 Green Product 613/ Green Price 0/575 Green Distribution 0/580 Green Promotion 0/500 Table 5.
This result differs from the findings of Kushwaha and Kumar (2014) and Ratten (2013), who showed that green marketing has a significant positive effect on consumer satisfaction.
The result of this hypothesis is similar to the findings of Lambert and Lewis (2012 & 2013), which showed a positive relationship between retail brand personality and consumer satisfaction.
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