Ranking of Factors Affecting Customer Environmental Behavior for Organic Products of Nature Zande Co. with Brand (Cinere) in Kohgiluyeh and Boyer-Ahmad Provinces

Document Type : Original Article

Authors

1 PhD student in Business Administration , yasouj branch,Islamic Azad University .yasouj ،iran

2 Assistant Professor department of Management, yasouj branch, Islamic Azad University, Yasouj , Iran

3 Associate Professor, Department of Management, , Lorestan University, Khorramabad, Iran

10.30510/psi.2022.292049.1879

Abstract

The present study has ranked the factors affecting the environmental behavior of customers for organic products of Nature Zande Company with the brand (Cinere) in Kohgiluyeh and Boyer-Ahmad Provinces.
Method: The research method was based on the applied purpose and in terms of data collection was quantitative. The statistical population of the research is the sellers of Kohgoluyeh and Boyer-Ahmad stores with an appropriate level of sales of Cinere products to 40 people. In this study, the data collection tool was the standard green marketing questionnaire (Jawaher et al.). Network analysis method has been used to rank the importance of the components and dimensions of the designed model.
Results: The components affecting the environmental behavior of customers for organic products of Nature Zande Co. with the brand (Cinere) in Kohgiluyeh and Boyer-Ahmad Province were identified in the form of 4 components and then using the opinions of 40 vendors using network analysis method These components are ranked.
Conclusion: The results of ranking the variables affecting the environmental behavior of customers using network analysis model showed that the highest importance is related to environmental concerns with a weight of 0.446 and a clean label with a weight of 0.51 is important among the studied variables. Be.
Keywords: Green Marketing, Organic Products, Network Analysis, Environmental Concern, Live Nature Company.

Keywords

Political Sociology of Iran
Volume 5, Issue 11
January 2023
Pages 4685-4699

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