Evaluating the Effect of Sustainable Marketing with Customer Equity Approach on Consumer behavior and Organizational Performance (Case Study: Detergent Manufacturer Companies of Iran)
Subject Areas :
َAbolfazl Dehghani firoozabadi
1
,
Alireza Asadzadeh firoozabadi
2
,
vajiheh andalib ardakani
3
1 - meybod University
2 - Yazd university
3 - University of Yazd
Keywords: Sustainable Marketing, Customer Equity, Consumer behavior, Organizational Performance.,
Abstract :
Objective: Given the importance of detergents and the role of users as customers, as well as issues related to the damage caused to the environment, sustainability concepts are of paramount importance in this industry.The present study aimed to evaluate the effects of sustainable marketing with the customer equity approach on consumer behavior and organizational performance. Methodology: In this study, a mixed approach was applied due to the study’s nature, and the need to identify variables. In the qualitative section, the categories and components of sustainable marketing with customer equity, consumer behavior, and organizational performance were identified via interviews conducted with experts and grounded theory. The categories identified in the qualitative section were entered into the quantitative section as the main variables. In the quantitative section, the effect of sustainable marketing with the customer equity approach on consumer behavior and organizational performance was evaluated using the PVAR model for nine detergent companies between 2010 and 2022 and the variables identified in the qualitative section. Conclusion: According to the results: sustainable marketing with the customer equity approach had an insignificant effect on consumer behavior and organizational performance,only customer equity and the environmental dimension of sustainable marketing effectively affected consumer behavior.
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