Identifying Factors Affecting Green Brand and Its Impact on Green Brand Preference and Loyalty (Case Study: Dairy Industry)

Considering the determining role of green brand in the success and performance of organizations in achieving predetermined goals, this study aims to investigate the effect of variables affecting green brand from the perspective of company, product and customers and its impact on Green brand preference and loyalty was mediated by strategies (green and environmental marketing).

This research is applied in terms of purpose and descriptive-survey in terms of nature and method. A questionnaire was used to collect data and in order to analyze the data and test the research hypotheses, the structural equation modeling method was used by Smart PLS software. In the present study, to collect the required quantitative data, two types of structured questionnaires with closed questions were used, one to examine the green branding activities of companies and the other to measure the green brand from the perspective of customers.

The results show that all three factors of company, product and customer have a positive and significant relationship with creating a green brand. There is also a positive and significant relationship between green brand and strategies and also between strategies and preference and loyalty to green brand. Mediation of strategies between green branding and outcomes was confirmed.

Dairy companies should provide their customers with information on environmental issues related to production processes in a clear manner. By creating a green brand and linking environmental strategies and marketing environmentally friendly dairy products, these companies can help make green dairy products preferable to regular dairy products.