The effect of awareness of social sustainability and environment on green brand loyalty mediated by altruistic variables (Case study: consumers of Cinere products in Tehran)

The aim of this study was to investigate the effect of awareness of social sustainability and environment on green brand loyalty mediated by altruistic variables (Case study: consumers of Cinere products in Tehran). This research is applied in terms of purpose and descriptive-survey in terms of nature. Research data were collected through Likert five-choice questions in the research questionnaire. In the present study, in order to analyze the data obtained from the questionnaire, SPSS statistical software and structural equation software pls in the form of two parts of descriptive and inferential statistics as linear and multiple regression have been used in accordance with the statistical needs. The statistical population of this study includes all consumers of Cinere brand cosmetics in Tehran. Assuming that the study population was unlimited, 384 consumers of Cinere brand cosmetics in Tehran were selected as the sample. The method of random sampling is simple. In this sampling method, the selected chance of each member is the same. The results showed that environmental awareness has a significant effect on green brand loyalty with the mediating role of altruism (0.378) among consumers of Cinere products in Tehran. Awareness of social sustainability on green brand loyalty with the mediating role of altruism ( 0.281) has a significant effect among consumers of Cinere products in Tehran.