Commercial Surveys

Commercial Surveys

Structural Analysis of Green Identity and Consumer Loyalty in Tile and Ceramic Industry of Yazd Province Using Structural Equation Modeling

Document Type : research

Authors
1 Assistant Professor, Department of Industrial Engineering, , Bam Higher Education Complex.
2 Master of Business Management, Imam Javad Institute of Higher Education Yazd, Yazd, Iran.
3 Phd student business Management, marketing, Faculty of Economics, Management and Accounting, Department of Business management, Yazd University, Yazd, Iran
4 Assistant Professor, Department of Mathematics and Computing, Higher Education Complex of Bam, Bam, Iran
Abstract
The modern business environment in the 21st century is changing rapidly. The subsequent industrial upgrading and transformation as well as the rapid change in the economy have brought people to the comfortable life of today. However, many environmental problems have arisen with economic development, which deteriorate environmental quality and may ultimately harm ecological sustainability. The importance to the environment, reducing carbon emissions and reducing global warming has been the focus of many researchers, industries and companies. Various companies and organizations believe that any effort they make to improve the environment will improve their corporate image and thereby increase customer loyalty. The purpose of this research is structural analysis of green identity and consumer loyalty in tile and ceramic industry of Yazd province using structural equation modeling. This research was applied in terms of purpose and descriptive-correlation in terms of nature and method. In order to collect data, a questionnaire was used in this research. The statistical population of this research is the employees of Yazd tile and ceramic industry. The sampling method used in this research was the available sampling method. The results of this research showed that green organizational identity has a positive and significant effect on green innovation, green knowledge sharing, and customer loyalty. Also, the results of this research showed that sharing green knowledge has a positive and significant effect on customer loyalty and green innovation. Among other results of this research, we can mention the effect of green innovation on customer loyalty and the effect of the intermediary role of green knowledge sharing on the effect of green organizational identity on green innovation and customer loyalty.
Keywords

Subjects


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Volume 22, Issue 127 - Serial Number 127
November and December 2024
Pages 91-114

  • Receive Date 25 June 2024
  • Revise Date 22 July 2024
  • Accept Date 29 July 2024