Green Marketing Mix Signaling Impact on Re-Purchase Intention:Role of Expectation- Confirmation Theory

Former studies have focused on encourage individual to buy green product and, but may few have explored post-purchase behavior of green consumer. Present study proposes a novel model to provide a framework to explore the marketing mix signaling effect (GMMSE) and expectation-confirmation theory to investigate the green product repurchase intention (GRI). The study population of current research consist of 320 customers in Hyperstar shopping center in Tehran to study the customer repurchase intention of green food(Vegetarian Ham Sausage) produced by Nopro Company. Numbers of 320 questionnaires distributed, 154 questionnaires have been collected and 4 incomplete questionnaires were excluded from the survey and total 150 correct questionnaires have been used to test the hypothesis, Partial least squares equation method (SEM-PLS) applied to assess the proposed model. Our study confirmed that as moderator between (GMMSE) and quality expectation (QE), prior experience (PE) with green product and non- green product attractiveness diminish the signaling effect on perceived quality (PQ) and perceived risk increase the effect of GMMSE. However PQ have positive effect on quality confirmation (QC) and QE has negative impact on QC.QC and PQ has positive effect on customer satisfaction (SAT). SAT and GMMSE has positive impact on customer GRI.

Keywords:

Green Product , Re-Purchase Intention , Signaling , Expectation- Confirmation Theory