INVESTIGATING THE EFFECT OF PRIDE, MINDFULNESS, GENERAL SELF-AWARENESS, EMOTIONAL SATISFACTION ON CUSTOMER CITIZENSHIP BEHAVIOR AMONG GREEN CUSTOMERS

Abstract

Purpose of the study: The purpose of this study is to investigate the effect of pride, mindfulness, general self-awareness, emotional satisfaction on customer citizenship behavior among green customers. Methodology: The present study is descriptive research in terms of applied purpose and duration of data collection. Structural equation modeling with Warp PLS software was used for analysis. Due to the survey and the lack of research, a questionnaire was used to collect data. The statistical population included customers of Cinere green products. Since their number is unknown, the infinite population was considered, and Cochran's formula for the endless population was estimated at 384 people. Principal Findings: The results showed that pride has a positive and significant effect on the general self-awareness of green customers. Mindfulness has a substantial direct impact on the general self-awareness of green customers. The immediate effect of public awareness on the citizenship behavior of green customers was confirmed, and emotional satisfaction has a significant impact on the citizenship behavior of green customers. Finally, the mediating result of emotional satisfaction on the relationship between public self-awareness and citizenship behavior of green customers was confirmed. Applications of this study: This research can be used in psychology and sociology areas. Novelty/Originality of this study: to investigate the effect of pride, mindfulness, general self-awareness, emotional satisfaction on customer citizenship behavior among green customers.