Investigating the effect of green marketing and corporate social responsibility on the green image of the company with the mediating role of customer trust

The purpose of this study is to investigate the effect of green marketing and corporate social responsibility on the green image of the company with the mediating role of customer trust (Case study: consumers of Kaleh products in Ghaemshahr). This research is applied in terms of purpose and descriptive-survey method. The statistical population includes all consumers of Kaleh Company products in Ghaemshahr, the number of which is unknown. According to the unspecified Cochran's formula of society, the minimum statistical sample size is ۱۹۶ people selected by available non-probability sampling method. In the present study, the field method was used to collect primary data and the primary data collection tool was a Likert five-choice questionnaire and the library method was used to collect secondary data. Validity of the questionnaire was the method of content validity and face validity and its reliability was calculated using Cronbach's alpha, the total reliability of which is equal to ۰.۹۰. Structural equation modeling and LISREL software were used to test the research hypotheses. The results showed that green marketing and social responsibility of the company has a positive and significant effect on customer trust of consumers of Kaleh Company products in Ghaemshahr. Green marketing and social responsibility of the company has a positive and significant effect on the green image of Kaleh's consumers in Ghaemshahr and customer trust has a positive and significant effect on the green image of Kaleh's consumers in Ghaemshahr.

Keywords:

Green Marketing , Corporate Social Responsibility , Green Image , Customer Trust.