Firm's Adherence to environmental ethics and its effect on customer's behavioral intentions

Nowadays¡ the corporate’s adherence to environmental ethics is one of the most important factors in evaluating their brand’s reputation by customers; in a way that its reflection in customers’ behaviors and attitudes is evident. Considering the importance of this issue¡ this research aims to investigate the effect of the corporate adherence to environmental ethic on customers’ behavioral intentions. For this purpose¡ a sample¡ consisting of 385 customers of dairy food product of a company in Shiraz city¡ was selected and data were gathered. Finally¡ the structural equation modeling was used to analysis the data and findings show that the corporate adherence to environmental ethics has a positive¡ significant effect on customers’ behavioral intentions dimensions¡ i.e. their loyalty¡ tendency to pay a premium price for the corporate’s products and their word of mouth advertising. As a general conclusion¡ this research indicates that adhering to environmental ethics in business leads to increase of customers’ positive behavioral intentions.