The Functions of Green Marketing in Building Corporate Image in the Retail Environment

The main purpose of this research is to investigate the role of consumers' awareness of green marketing with the company's image and consumers' purchase intention. The statistical population in this research is all consumers who buy food from retail chains in Babol city (such as door to door). The statistical sample is 384 people based on simple random sampling method using Morgan's table. Data collection tools are questionnaires and for data analysis, factor analysis and structural equation modeling have been used to determine the relationship between research variables with the help of SPSS and Smart-PLS software. The findings indicate that consumers' awareness of green marketing, corporate social responsibility, consumers' mental image of the product, and the company's reputation have a positive and significant relationship with consumers' purchase intention.