Investigating the Impact of Green Benefits and Transparency on Perceived Green Value and Brand Loyalty (Case Study: LG brand consumers)
Subject Areas :ٍEesa Niazi 1 * , ramin bagheri 2 , Sima Yeganehmand 3
1 - aDepartment of Management, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran
2 -
3 - MA of Business Administration, Department of management, Faculty of Management and Accounting, Shargh Golestan Higher Education Institute, Gonbad-e-Kavous, Iran
Keywords: green benefits, green perceived value, green transparency, self-brand connection,
Abstract :
Objective: The purpose of the present study is to investigate the impact of green benefits and transparency on perceived green value and brand loyalty among LG brand consumers. Methodology: This study explores the effect of green benefits on perceived green value and loyalty to the LG brand with a descriptive -survey approach. The statistical population of the study is all customers of LG agencies in Gorgan. The study model is derived from the study of Lin (2017), in which green benefits are divided into two parts: the benefits of environmental use and positive reflection. Conclusion: The results of the analysis of structural equations by Amos software showed that the beneficial environmental benefits of the perceived green value, a positive reflection on the perceived green value, green transparency on the perceived green value, the perceived green value on brand link and also Brand links have a positive and significant impact on brand loyalty. Thus, green benefits have a significant impact on the LG brand. Originality: Understanding the catastrophic environmental pollution caused by industrial production activities in the world has made consumers more likely to focus on environmental issues, and on the other hand, community concerns for the environment have led to the emergence of a new type of consumer that have led to the importance of the environment for the environment
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