THE MEDIATING ROLE OF PERCEIVED GREEN VALUE IN THE IMPACT OF BRAND GREEN BENEFITS ON BRAND RECOGNITION BY THE CUSTOMER (CASE STUDY: COMPANIES PRODUCING GREEN PRODUCTS IN SHIRAZ)

Today, the brand is no longer just an effective tool in the hands of managers, the brand is a strategic requirement that helps organizations to create more value for customers as well as create a sustainable competitive advantage. Customer brand recognition is a consumer mental state of understanding, feeling, and valuing belonging to a brand, and the consumer's mental evaluation is influenced by consumers' wants, expectations, and needs that constitute his perceived value. Gives. Therefore, this study was conducted to investigate the effect of green brand benefits on brand identification by the customer with the mediating role of perceived green value. A standard questionnaire was used to measure the research variables. The reliability of this questionnaire with Cronbach's alpha test is 0.89. The research questionnaire was distributed among 385 people from the statistical population, who are all customers of the products of companies producing green products in Shiraz. The research method was descriptive-correlational. To answer the questions and test the research hypotheses with Smart-PLS software, the method of structural equation analysis and path analysis using partial least squares (PLS) method was used. The results showed that beneficial environmental benefits, altruistic benefits and green transparency have a positive and significant effect on perceived green value. The results also show that perceived green value has a positive and significant effect on customer recognition of the brand.

Green brand benefits, perceived green value, brand identification, green product companies