Identification an‎d Ranking of the Effects of Moderating Variables on the Formation of Green Loyalty Behavior Among Consumers of Different Generations

10/22/2026 12:00:00 AM

The present study aimed to identify an‎d rank the effects of moderating variables on the formation of green loyalty behavior among consumers of different generations. The research method is applied, an‎d its implementation is descriptive-survey. The statistical population includes all consumers of green products, an‎d considering the unlimited size of the population, 213 individuals were selec‎ted as the sample. Sampling was conducted by simple ran‎dom sampling, with each member having an equal chance of being chosen. Both library an‎d field methods were used for data collection. In the library study, information on the theoretical foundations of the research was extracted from specialized journals, academic theses, an‎d reputable article publication websites. In the field study, data were gathered through a structured questionnaire. The questionnaire incorporated items from previous studies on green consumption, green loyalty, cognitive information, awareness of environmental (green) issues, an‎d environmental (green) knowledge. Then, a structured questionnaire with 25 questions was distributed online, an‎d data were collected. The collected data created a conceptual model that examined the effects of green consumption, consumer cognitive information including age, gender, education, income, an‎d marital status, awareness of environmental (green) issues, an‎d environmental (green) knowledge on green loyalty. Data analysis used descriptive statistics to review sample characteristics an‎d Structural Equation Modeling (SEM) with Smart PLS software version 4.1.1.5. To ensure the quality of the collected data, tests for validity an‎d reliability were performed. Cronbachʹs alpha measured internal consistency reliability, an‎d composite reliability assessed the overall construct validity in the model. These methods allowed examination of relationships among variables an‎d testing of research hypotheses. Notably, this study is the first to investigate the moderating variables affecting green loyalty, whereas previous studies focused on independent, mediating, an‎d outcome variables related to green loyalty. The present research adopts a novel approach by examining the effects of moderating variables on green loyalty, a topic scarcely explored in prior studies. Keywords: green loyalty, awareness of environmental (green) issues, environmental (green) knowledge, green consumption

وفاداري سبز , آگاهي از مسائل زيست‌محيطي (سبز) , دانش زيست‌محيطي (سبز) , مصرف سبز

green loyalty , awareness of environmental (green) issues , environmental (green) knowledge , Green consumption

Maryam Asghari

Dr. Sobhanifard