University of Isfahan New Marketing Research Journal 2228-7744 11 3 2021 11 22 The Relationship between Green Packaging and Green Brand Attachment with the Mediating Roles of Green Trust, Green Brand Attitude, and Green Brand Image The Relationship between Green Packaging and Green Brand Attachment with the Mediating Roles of Green Trust, Green Brand Attitude, and Green Brand Image 45 66 26171 10.22108/nmrj.2021.124655.2218 FA Ayoub Daraei Assistant Professor, Department of Management, Faculty of Management and Accounting, Karaj Branch, Islamic Azad University, Karaj, Iran Mahsa Akbari MA, Business Management, Department of Management, Faculty of Management and Accounting, Karaj Branch, Islamic Azad University, Karaj, Iran Zohreh Mousavi Kashi Assistant Professor, Department of Management, Faculty of Management and Accounting, Karaj Branch, Islamic Azad University, Karaj, Iran Journal Article 2020 08 29 Today, companies are focusing on the environment in order to meet customer needs and fulfill social responsibility. Meanwhile, the importance of green packaging and its role as a new tool for communicating with consumers has become increasingly important. The purpose of this study is to eliminate the research gap in the relationship between green packaging and green brand attachment with the mediating role of green trust, green brand attitude and green brand image. This study is categorized as applied and descriptive. Data collection was done by a questionnaire. The content validity was estimated by experts and its reliability was confirmed by Cronbach's alpha coefficient. The statistical population included customers of Shahrvand chain stores in Tehran and the sample size was calculated 384 people using Cochran's formula. In order to select stores, the available cluster sampling method was used. Data analysis was performed using the structural equation modeling method in PLS software. The findings show that green packaging, both directly and through the mediating role of green brand attitude and green brand image, has a positive and significant effect on green brand attachment. Also, the dimensions of green packaging, including environmental protection, safety, design concept and convenience, with the mediating role of green trust, have a positive and significant impact on green brand attachment. The effect of environmental identification in green packaging with the mediating role of green trust on green brand attachment was not confirmed. Today, companies are focusing on the environment in order to meet customer needs and fulfill social responsibility. Meanwhile, the importance of green packaging and its role as a new tool for communicating with consumers has become increasingly important. The purpose of this study is to eliminate the research gap in the relationship between green packaging and green brand attachment with the mediating role of green trust, green brand attitude and green brand image. This study is categorized as applied and descriptive. Data collection was done by a questionnaire. The content validity was estimated by experts and its reliability was confirmed by Cronbach's alpha coefficient. The statistical population included customers of Shahrvand chain stores in Tehran and the sample size was calculated 384 people using Cochran's formula. In order to select stores, the available cluster sampling method was used. Data analysis was performed using the structural equation modeling method in PLS software. The findings show that green packaging, both directly and through the mediating role of green brand attitude and green brand image, has a positive and significant effect on green brand attachment. Also, the dimensions of green packaging, including environmental protection, safety, design concept and convenience, with the mediating role of green trust, have a positive and significant impact on green brand attachment. The effect of environmental identification in green packaging with the mediating role of green trust on green brand attachment was not confirmed. https://nmrj.ui.ac.ir/article_26171_fb287c32de26a6edb52a61e780839ee7.pdf