Journal of Textile Science and Technology

Journal of Textile Science and Technology

Factors affecting customer-oriented behavior in the organic clothing industry

Document Type : Research/ Original/ Regular Article

Authors
Mahnaz Norouzi 1
Behnaz Khoshtinat 2
Parham Bahrami 3
1 Department of Management, West Tehran Branch, Islamic Azad University, Tehran, Iran
2 , Department of Management, Buin Zahra Branch, Islamic Azad University, Buin Zahra, Iran
3 Department of Management, Science and Research Unit, Islamic Azad University, Tehran, Iran
10.22034/jtst.2025.529793.1503
Abstract
This article aims to determine the effect of social responsibility dimensions and internal marketing dimensions on customer-oriented performance, considering the moderating role of employee participation in three environmentally friendly Iranian brands. The statistical population of the study includes 118 managers and employees of the "Tan Darst" clothing brand, 67 managers and employees of the "Biorganic" clothing brand, and 98 managers and employees of the "Rozi Pak" clothing brand. Given the small size of the statistical population, sampling was not performed and 283 questionnaires were distributed using the census method, of which only 259 responses were capable of statistical analysis. The results of the hypothesis test indicated that social responsibility dimensions (other than the economic dimension) as well as internal marketing dimensions have an effect on the customer-oriented performance of the three brands: Tan Darst, Biorganic, and Rozi Sazb. On the other hand, employee participation moderates the effect of social responsibility dimensions (other than the economic dimension) and internal marketing dimensions on customer-oriented performance in these three brands. Based on the results obtained, practical research suggestions were presented. It should be noted that this research had limitations, based on which suggestions were made for future researchers.
Keywords
Social responsibility
internal marketing
customer-oriented performance
employee participation
Subjects
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  • Receive Date 11 June 2025
  • Revise Date 08 July 2025
  • Accept Date 23 December 2025