Investigating the Effect of Social Responsibility and Pro-Environmental Behavior of the Brand on the Willingness to Pay of Consumers with the Mediating Role of Brand Equity

Investigating the Effect of Social Responsibility and Pro-Environmental Behavior of the Brand on the Willingness to Pay of Consumers with the Mediating Role of Brand Equity

Extended Abstract Abstract The present study was conducted with the aim of investigating the effect of social responsibility and pro-environmental behavior of the brand on consumers' willingness to pay and the mediating role of brand equity among natural fruit juice consumers in Ardabil city. F...

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Bibliographic Details
Main Authors: Ghasem Zarei, Rassul Ghaffari khezerlou, Allahyar Beigi firoozi, Amir Lali Sarabi
Format: Article
Language:fas
Published: University of Sistan and Baluchestan 2023-06-01
Series:پژوهش‌های مدیریت عمومی
Subjects:
social responsibility
brand pro-environmental behavior
consumers' willingness to pay
brand equity
fruit juice industry
Online Access:https://jmr.usb.ac.ir/article_7775_96a91e5a530a20fe95e42c3330b527d6.pdf

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