لیلا حاجیان

This research was conducted with the aim of investigating the effect of the perception of customer retention orientation on patronage intention with the moderating role of green awareness among social media users of Sabz Kashmon brand. According to the purpose, the type of research is applied and quantitative in nature and method, and data collection was done online and through a researcher-made questionnaire. The target statistical population was all the followers of Cashmon's Instagram page, and according to having the list of followers of this brand's Instagram page, ۳۸۵ people were selected as a sample by simple random sampling method and using Cochran's formula. The measurement tool was a ۲۰-question questionnaire in the form of a five-category Likert scale in the form of ۶ main constructs of the conceptual model (each construct consists of three items) along with questions about demographic characteristics, which was proved by Cronbach's alpha coefficient of ۰.۹۰۲, and for the validity of the test, it was also out of ۱۵ PhD students and management professors have been used. Descriptive and inferential statistics methods were used to analyze the research findings. In order to test the hypotheses, the structural equation model was used as a statistical model that examines the relationships between hidden and manifest variables, using SmartPls ۳.۳ software. The results of the analysis of the findings show that "customer relationship management tactics" through social media have a significant effect on the "intention to support" consumers of the green Kashmon brand, and consumers' "green awareness" plays a moderating role in relation to "perception of customer retention orientation". And it serves the purpose of support.