Effectiveness of supply chain elements and green innovation on dairy product customer satisfaction

• Published in: Muṭāliʻāt-i miyānʹrishtahʹī dar ʻulūm-i insānī Vol. 12; no. 4; pp. 75 - 104
• Main Authors: A. Yousefi, M. Homayounfar, A. Pagheh, A. Akhavanfar
• Format: Journal Article
• Language: Persian
• Published: Iranian Institute for Social and Cultural Studies 01-09-2020
• Subjects: customer satisfaction; external green partnership; green entrepreneurship; green innovation; green performance; internal green initiatives
• ISSN: 2008-4641; 2008-4846
• DOI: 10.22035/isih.2020.3874.3999

This paper tries to investigate the effect of green supply chain dimensions on customer satisfaction of dairy products with regard to the moderating role of the company's competitiveness. The purpose of this article is to investigate the effect of green supply chain dimensions on customer satisfaction of dairy products with regard to the moderating role of the company's competitiveness. The method used is descriptive-correlation with the survey method in terms of data collection and is applied in terms of purpose. The Likert five-point scale was used to convert qualitative information into quantitative information. The data collection tool is a questionnaire. SmartPLS3 software was used to test the hypotheses. The population of the study is 695 brands of companies engaged in the production of dairy products, of which 484 companies have received licenses from the Ministry of Mining Industry and Trade and 211 companies from the Ministry of Jihad Agriculture and have a total of 2352 branches in the country. SPSS Sample Power sampling software was used to determine the optimal sample size. The minimum sample size was estimated at 298 companies and 305 companies were surveyed for more assurance. The results show that internal green actions and external green participation have the greatest impact on green innovation. However, the modification effect of the company's competitiveness was not confirmed, innovation, performance and green entrepreneurship also affect customer satisfaction.