The Effect of Green Marketing on Corporate Reputation and Purchase Intentions Considering Product Image and Social Responsibility as Mediator from the Perspective of Customers of Retail Stores

Abstract

The aim of this study is to determine whether green marketing with product image as mediator can have any effect on customers’ purchase intentions or not. The present study is a descriptive survey and is classified as applied research. Data collection was done through Questionnaire of Ku, Huang and Kim (2013). Statistical population of the study consisted of customers of 9 branches of ‘Koroush chain stores’ in Tehran, and the data was collected by cluster random sampling. Structural equation method and PLS were utilized for data analysis. The results showed that green marketing directly and significantly impact product image and social responsibility. Also, Green marketing, with product image in connection with social responsibility as mediator, also indirectly has effect on corporate reputation which is followed by purchase intentions from customers’ perspective.