Examining the impact of environmental product innovation on perceived brand value considering the mediating role of ethical- aspects in the home appliance industry
Purpose: Increasing consumer attention to environmental and ethical issues has driven brands towards implementing innovative and sustainable policies. Therefore, in the current era, environmental innovation has emerged as a fundamental element in marketing strategies and brand management. Moreover,...
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| Format: | Article |
| Language: | fas |
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Ayandegan Institute of Higher Education, Tonekabon,
2025-02-01
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| Series: | مدیریت نوآوری و راهبردهای عملیاتی |
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| Online Access: | http://www.journal-imos.ir/article_207354_6f5d5e2568b260719cacffc65aeb1eff.pdf |
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| _version_ | 1832577795906076672 |
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| author | Hamidreza Talaie |
| author_facet | Hamidreza Talaie |
| author_sort | Hamidreza Talaie |
| collection | DOAJ |
| description | Purpose: Increasing consumer attention to environmental and ethical issues has driven brands towards implementing innovative and sustainable policies. Therefore, in the current era, environmental innovation has emerged as a fundamental element in marketing strategies and brand management. Moreover, ethical aspects are very important to customers and are among the key concepts of brand value. Hence, this research examines the impact of environmental innovation of National home appliance products on perceived value through the mediating role of ethical aspects.Methodology: This research is applied in purpose and descriptive-correlational in method. The statistical population of this research consists of customers of national home appliance brands. In this study, a convenience sampling method was used. To collect data, a standardized questionnaire was used, whose validity was confirmed by calculating content, convergent, and divergent validity, and its reliability was confirmed through the Cronbach's alpha index. In statistical analysis, the structural equation modeling approach was used.Findings: Based on the research results, environmental product innovations have a positive and significant impact on perceived brand value, open-mindedness, and customer privacy. Additionally, open-mindedness and customer privacy have a positive and significant impact on perceived brand value. Furthermore, open-mindedness and customer privacy play a mediating role in the relationship between environmental product innovations and perceived brand value.Originality/Value: The present study examines the impact of environmental innovations in the home appliance industry, which is one of the high-consumption and environmentally impactful industries. Additionally, the study specifically investigates the mediating role of ethical aspects, which has been less addressed in the research literature. |
| format | Article |
| id | doaj-art-281097cb4f7e4f85b62fc72386b4a690 |
| institution | Kabale University |
| issn | 2783-1345 2717-4581 |
| language | fas |
| publishDate | 2025-02-01 |
| publisher | Ayandegan Institute of Higher Education, Tonekabon, |
| record_format | Article |
| series | مدیریت نوآوری و راهبردهای عملیاتی |
| spelling | doaj-art-281097cb4f7e4f85b62fc72386b4a6902025-01-30T14:56:56ZfasAyandegan Institute of Higher Education, Tonekabon,مدیریت نوآوری و راهبردهای عملیاتی2783-13452717-45812025-02-015436838010.22105/imos.2024.471844.1376207354Examining the impact of environmental product innovation on perceived brand value considering the mediating role of ethical- aspects in the home appliance industryHamidreza Talaie0Department of Management, Faculty of Administrative Sciences and Economics, Arak University, Arak, Iran.Purpose: Increasing consumer attention to environmental and ethical issues has driven brands towards implementing innovative and sustainable policies. Therefore, in the current era, environmental innovation has emerged as a fundamental element in marketing strategies and brand management. Moreover, ethical aspects are very important to customers and are among the key concepts of brand value. Hence, this research examines the impact of environmental innovation of National home appliance products on perceived value through the mediating role of ethical aspects.Methodology: This research is applied in purpose and descriptive-correlational in method. The statistical population of this research consists of customers of national home appliance brands. In this study, a convenience sampling method was used. To collect data, a standardized questionnaire was used, whose validity was confirmed by calculating content, convergent, and divergent validity, and its reliability was confirmed through the Cronbach's alpha index. In statistical analysis, the structural equation modeling approach was used.Findings: Based on the research results, environmental product innovations have a positive and significant impact on perceived brand value, open-mindedness, and customer privacy. Additionally, open-mindedness and customer privacy have a positive and significant impact on perceived brand value. Furthermore, open-mindedness and customer privacy play a mediating role in the relationship between environmental product innovations and perceived brand value.Originality/Value: The present study examines the impact of environmental innovations in the home appliance industry, which is one of the high-consumption and environmentally impactful industries. Additionally, the study specifically investigates the mediating role of ethical aspects, which has been less addressed in the research literature.http://www.journal-imos.ir/article_207354_6f5d5e2568b260719cacffc65aeb1eff.pdfperceived brand valueopen-mindednessethical aspects of the companyprivacyenvironmental product innovation |
| spellingShingle | Hamidreza Talaie Examining the impact of environmental product innovation on perceived brand value considering the mediating role of ethical- aspects in the home appliance industry مدیریت نوآوری و راهبردهای عملیاتی perceived brand value open-mindedness ethical aspects of the company privacy environmental product innovation |
| title | Examining the impact of environmental product innovation on perceived brand value considering the mediating role of ethical- aspects in the home appliance industry |
| title_full | Examining the impact of environmental product innovation on perceived brand value considering the mediating role of ethical- aspects in the home appliance industry |
| title_fullStr | Examining the impact of environmental product innovation on perceived brand value considering the mediating role of ethical- aspects in the home appliance industry |
| title_full_unstemmed | Examining the impact of environmental product innovation on perceived brand value considering the mediating role of ethical- aspects in the home appliance industry |
| title_short | Examining the impact of environmental product innovation on perceived brand value considering the mediating role of ethical- aspects in the home appliance industry |
| title_sort | examining the impact of environmental product innovation on perceived brand value considering the mediating role of ethical aspects in the home appliance industry |
| topic | perceived brand value open-mindedness ethical aspects of the company privacy environmental product innovation |
| url | http://www.journal-imos.ir/article_207354_6f5d5e2568b260719cacffc65aeb1eff.pdf |
| work_keys_str_mv | AT hamidrezatalaie examiningtheimpactofenvironmentalproductinnovationonperceivedbrandvalueconsideringthemediatingroleofethicalaspectsinthehomeapplianceindustry |