*MA In Executive Management, Department of Management, Science ) Research Branch, Islamic Azad University, Isfahan, Iran
**Assistant professor in Management, Department of Management, Science ) Research Branch, Islamic Azad University, Isfahan, Iran
***Assistant professor in Management, Department of Management, Science ) Research Branch, Islamic Azad University, Isfahan, Iran
Online published on 12 November, 2013.
The current research aims to focus on studying the effect of green marketing mix elements on customers’ loyalty to the Brand of NaghsheJahan Sugar Company. The studied statistical population concludes the whole customers inside and outside of NaghsheJahan Company. We have calculated the sample size by Cochran formula, samples have been taken randomly and the number of customers studied as sample is 235 people. We have gathered data by analyzing a researcher's questionnaires. Testing the effect of green marketing mix elements on customers’ loyalty to the Brand of NaghsheJahan Sugar Company has been carried out by the structural equation modeling approach. The results achieved from studying the research hypotheses show that the green marketing mix elements have effects on the dimensions of customers’ loyalty toward the brand, and regarding the fitting indices RMSEA=0.000 and the other related indices, the effect pattern of the green marketing mix elements haveaproper fitting.
green marketing, combined marketing, loyalty, brand, NaghsheJahan Sugar Company
