The Effect Of Customer Incentives And Costs On Green Supply Chain Management And Environmental Performance Of Companies Operating In The Steel Industry Of Guilan Province

Today, environmental performance with its emphasis on environmental protection has become one of the most important and fundamental issues in business enterprises. In this regard, the present study seeks to investigate the effect of customer incentives and costs on green supply chain management and environmental performance of companies operating in the steel industry of Guilan province. The statistical population of the study is companies located in the industrial city of Rasht and the method of the present study is descriptive and applied in terms of purpose. The sampling method in this study is random that 141 people were selected from the statistical population of the present study according to Cochran's formula in a limited community as a sample. The method of data collection in this field research and its tool is a standard questionnaire. Content validity, convergent validity, divergent validity were used to evaluate the validity of the questionnaire and Cronbach's alpha coefficient and combined reliability were used to determine the reliability. To test the research hypotheses, the structural equation modeling method was used using Smart PLS software. The results showed that all the research hypotheses at the level of 95% confirmation and customer motivation and cost motivation due to the mediation of green supply management measures explain 50.4% of the environmental performance variable.