Green Supply-Chain Management And Green Purchase Intention, The Role Of Green Brandequity

This study aims to analyze the impact of green supply chain management on customers’ green purchase intention in Iranian beverage industry. To this end, this study examines the role of brand equity as a mediator variable. The research paradigm is positivistic, its approach is deductive and its strategy is survey. A questionnaire sample consisting of 48 questions was handed out via e-mail, Telegram software and cyberspace to the sample population consisting of 30 manufacturers and their consumers, Three for each. Facial and content validity of the questionnaires are assured by the review of experts and using standard questionnaires formerly designed. The structural validity also relied on confirmatory factor analysis. Reliability is 0.79 according to Cronbach's alpha. Data analysis is done using smart PLS software and testing by means of correlation matrix, Structural equation model and the model fitness test. The findings of our study showed a significant and positive correlation between Green Supply Chain Management and the Green brand equity. It was also revealed that green brand equity also plays a significant role in determining the customers green purchase intention.