Investigating the Effect of Environmental Orientation and Green Packaging on Social Capital

The environmental orientation in production leads to an increase in public awareness of environmental issues. Green packaging, as a sustainable solution, reduces natural resource waste and preserves the environment. Social capital also contributes to strengthening identity and mutual trust among individuals, thereby creating a sustainable and dynamic community. The aim of this research is to examine the impact of environmental orientation and green packaging on social capital. The present study adopts a descriptive research design, and the target population consists of all customers of Korush chain stores. Using Cochran's formula, a sample size of 384 individuals was randomly selected. A standardized questionnaire was used for data collection, which was validated through content and convergent validity. Additionally, its reliability was confirmed using Cronbach's alpha coefficient. Data analysis was performed using Excel 2019 and Smart PLS 4 software. The results of the analysis indicate that the environmental orientation variable has a significant impact on social capital, but the green packaging variable does not have a significant impact on social capital.