Corporate Social Responsibility Model for Green Marketing with a Focus on Brand Affiliation from the Viewpoint of the Consumers of Organic Products

Abstract

Organic products are an important factor for corporate social responsibility in the context of green marketing in order to develop the business system's commitment to environmental issues. The study aimed to present and test a social responsibility model for companies in the context of green marketing from the viewpoint of organic product consumers with a focus on brand dependence. According to the Krejcie-Morgan table, 385 people were polled from the qualitative population, including all organic product customers in Tehran. Structural equation modelling was employed for data analysis in PLS software. According to the findings of the qualitative data coding, 325 concepts were extracted and classified into 85 categories. Regarding the database approach, the research model was presented based on the categories (22 main categories) in the model. Furthermore, quantitative analysis revealed that the main phenomenon, namely social responsibility in the context of green marketing of organic products, is influenced by causal conditions. Social responsibility influences green marketing strategies, background conditions, and intervener conditions. Furthermore, these strategies influence the model's outcomes. Social responsibility in the field of green marketing is dependent on societal acceptance and health.