Socio-Cultural Strategy

Socio-Cultural Strategy

A conceptual model of the impact of environmental activities on loyalty to national brands, with an emphasis on the investment in production

Document Type : Original Article

Authors
Mahtab Sabeti Ravesh 1
Seyed Mohammad Hassan Hosseini 2
Saeid Aibaghi Esfahani 3
Mohsen Lotfi 3
1 M.Sc student, Department of Industrial Engineering and Management, Shahrood University of Technology, Shahrood, Iran.
2 Associate Professor, Department of Industrial Engineering and Management, Shahrood University of Technology, Shahrood, Iran (Corresponding author).
3 Assistant Professor, Department of Industrial Engineering and Management, Shahrood University of Technology, Shahrood, Iran.
10.22034/scs.2025.489490.1631
Abstract
In the current situation, where the year's slogan is "Investment for Production", the role of customer loyalty as a factor for the growth of domestic production has become more highlighted than ever. However, various factors can help increase loyalty to national brands. This paper aims to examine the effect of environmental activities on loyalty to national brands, which can provide the basis for strengthening investment in domestic production. The present research method is also a descriptive-survey method conducted using the structural equation approach, and Smart PLS 3 software was used to test the hypotheses. The available sampling method was used to collect the required data, and customers who used the products of four domestic manufacturing companies in the form of a national brand within one year were considered the statistical population. The results show a positive and significant relationship between the environmental activities of domestic manufacturing companies and loyalty to national brands. According to another part of the research results, green transparency activities will strengthen loyalty to national brands and provide the basis for increasing investment in production.
Keywords
Brand loyalty
Social marketing
Environmental activities
Investment in production
Subjects
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  • Receive Date 19 November 2024
  • Revise Date 28 May 2025
  • Accept Date 04 June 2025