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Article history: Received July 16, 2012 Received in Revised form August, 27, 2012 Accepted 20 September 2012 Available online September 24 2012 Green product management plays an important role in today's economy and people are increasing becoming more interested in green products. In this paper, we present an empirical study to measure the impact of customer perception, quality, environment concern and satisfaction on green customer loyalty. The study proposes two hypotheses, where the first hypothesis studies whether the quality of green product has direct impact on customer satisfaction and the second hypothesis examines whether quality of green product has direct impact on customer loyalty. The population of this paper includes all people who use paperbased drinking glass, napkin and packaging products and live in city of Tehran, Iran. Since not all people are involved in all parts of the city in such product, we have decided to select only those who are involved in using these kinds of products including hospitals, universities, etc. The sampling technique has distributed 300 questionnaires and gathered 283 good quality ones for analysis. The questionnaire consists of 19 questions in five different perspectives. The proposed study uses sequential equation modeling and the results have confirmed both hypotheses. © 2012 Growing Science Ltd. All rights reserved.

A study to measure the impact of customer perception, quality, environment concern and satisfaction on green customer loyalty