An Investigation on the Effect of Green Marketing on Purchasing Behavior and Customer Loyalty in the Food Products

This study aims to investigate the role of green marketing on purchasing behavior and customer loyalty in food products. This research is applied in terms of purpose and descriptive in terms of method. The statistical population of this study is the customers of Ardabil food products, which 384 people are selected as a sample and distributed and collected using available sampling. Data collection tool is a questionnaire which it's validity and reliability are evaluated and confirmed using structural equation indices. Data analysis tool is performed in SMARTPLS-3 software using structural equations. The results show that green marketing with a coefficient of 0.63 and 0.69, respectively, has a positive and significant effect on purchasing behavior and customer loyalty. The R2 coefficient also show that green marketing explains 38% and 21% of changes of customer purchasing behavior and customer loyalty.