Analysis of Color and Fibers Strategy of Raw Materials in the Development of Green Handmade Carpets with Structural Equation Modelling Approach (Case Study: Isfahan Handmade Carpets)

Today, along with the increasing importance of environmental issues and the concept of social responsibility in societies, it seems necessary for consumers of different products to recognize the factors affecting the green mental image. Therefore, the importance of developing a new green product and its role in creating an organizational brand and positive imagery in the minds of customers is increasing and is one of the factors creating a competitive advantage for organizations. The main purpose of this study is to design and analyse a model to investigate the effect of two strategies of fibers and the use of natural dyes in the supply chain of raw materials in the development and visualization of green handmade carpet products by consumers, with structural equation modelling approach in Smart Pls software. In order to collect field information, a researcher-made questionnaire was used in the statistical population of handmade carpet consumers in Isfahan. The results showed that the development of the concept of green in the product and the intention to buy and consume them is an initiative and innovation that in addition to the prosperity of the green market, is an activity with high social value in human life. It was also found that the use of natural dyes in the dyeing of pile yarns has a stronger effect in creating and associating the concept of green product in handmade carpets than the raw material strategy.