Investigating the moderating role of green product branding background factors in the effect of private and public sector conditions on the functional consequences of the green brand, with an emphasis on the platforms of green product branding.

Feizi, Amirabbas; Gholipoure Soleimany, Ali; Shahroodi, Kambiz; Fahbod, Farzin

doi:10.22034/jtd.2024.2001357.1852

Investigating the moderating role of green product branding background factors in the effect of private and public sector conditions on the functional consequences of the green brand, with an emphasis on the platforms of green product branding.

Document Type : Research Paper

Authors

amirabbas feizi ¹

ali gholipoure soleimany ²

kambiz shahroodi ³

farzin fahbod ²

¹ PhD Student, Department of Business management, Rasht Branch, Islamic Azad University, Rasht, Iran

² Assistant Professor, Department of Business management, Rasht Branch, Islamic Azad University, Rasht, Iran

³ Associate Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

10.22034/jtd.2024.2001357.1852

Abstract

The main purpose of this study is to investigate the moderating role of green product branding background factors in the effect of private and public sector conditions on the functional consequences of the green brand, with an emphasis on the platforms of green product branding. The present research is practical in terms of its purpose and is classified as a survey-type descriptive research. From the point of view of philosophy, this research is an analogy based on the paradigm of positivism. From the point of view of the time index, it is cross-sectional. A researcher-made questionnaire was used to measure the variables of the research. The research data has been analyzed using structural equation modeling and PLS software. The statistical population studied is managers and experts of marketing and sales units of companies active in the motor oil industry, whose number is 267 people, and according to Cochran's formula, the sample size is 157 people. In this regard, while reviewing the subject literature and using library resources The researcher has used a questionnaire to collect information, content validity has been measured using the Lausche formula and reliability has been measured using the Cronbach's alpha formula. The hypotheses of this research were tested using the structural equation model and PLS software. In the end, the results indicate the positive effect of green product branding on the effect of private and public sector conditions on the functional consequences of the green brand. Also, green product branding platforms played a mediating role in the influence of green product branding background factors.

Keywords

Green brand

conditions of private and public sector

function of green brand

platforms of branding

Subjects

Quality Function Development

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