The Effect of Green Marketing Mix on Word of Mouth Advertisement with the Mediating Role of Brand Love and Brand Loyalty

The aim of this study was to investigate the importance of green marketing mix and its effect on word of mouth advertising with the mediating role of brand love and brand loyalty from the viewpoints of consumers of swimming pools in Rasht city. This study was a descriptive survey conducted as a field. The population was unlimited and included all consumers of swimming pools in Rasht city. The sample size was calculated using the Cochran formula (n=384). For statistical analysis, descriptive statistics and structural equation modeling method were used in Smart PLS 3 software. The results showed a significant positive relationship between green marketing mix, brand love, loyalty and word of mouth. It can be concluded that managers in swimming pools can use green marketing mix components as an appropriate marketing strategy fitted to the green needs of consumers. This leads to a strong emotional bond between pools and its consumers, which finally brings consumer loyalty and increases word of mouth advertising for these pools.