Objective: In today's world, attention to environmental issues and sustainable development has become one of the main priorities of businesses, as consumers are more aware than ever before and are looking for environmentally responsible brands. On the other hand, brand loyalty plays a vital role in a competitive market and is influenced by factors such as green trust, green brand image, and environmental concerns. Therefore, the present study investigated the role of environmental concerns in brand loyalty with the mediating role of green trust and green brand image (case study: customers of Iran Liwan Company).
Method: The present study is applied in terms of purpose and descriptive survey of correlation in terms of implementation method. The statistical population of the study includes all consumers of green products of the Iran Liwan brand, and the sample size using the Cochran method is 384 people, which is a convenience sampling method. In the present study, data analysis was performed using structural equation modeling and LISREL software.
Findings: The findings showed that environmental beliefs and environmental knowledge have an impact on environmental concerns. Also, environmental assessments had a positive impact on green brand image, and on the other hand, green brand image had a positive impact on loyalty. Finally, green trust had a positive impact on green brand image and brand loyalty.
Conclusion: The conclusion showed that consumers of green products, influenced by their environmental awareness and beliefs, are more loyal to brands that create a strong green image and high trust. Therefore, it is suggested that brands can enhance brand image and gain long-term consumer loyalty by strengthening environmental awareness and beliefs, building trust through sustainable and transparent practices, and effectively communicating customer concerns with their green practices.