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 paper-based 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.

Saeednia, H & Valahzaghard, S. (2012). A study to measure the impact of customer perception, quality, environment concern and satisfaction on green customer loyalty.Management Science Letters, 2(8), 2881-2888.

Abdul-Muhmin, A.G., (2002), Effects of suppliers’ marketing program variables on industrial buyers’ relationship satisfaction and commitment. Journal of Business Industrial Marketing, 17(7), 637-649.

Albayrak, T., Caber, M., Moutinho, L. & Herstein, R. (2011). The influence of skepticism on green purchase behavior. International Journal of Business & Social Science, 2(13), 189-197.

Andreassen, T.W., & Lindestad, B. (1998). Customer loyalty and complex services. International Journal of Service Industry Management, 9(1), 7-23.

Aydin, S., Ozer, G., & Arasil O. (2005). Customer loyalty and the effect of switching costs as a moderator variable: A case in the Turkish mobile phone market. Marketing Intelligence & Planning, 23(1), 89-103.Bamberg, S. (2003). How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 23(1), 21-32.

Beerli, A. & Martin, J.D. & Quintana, A. (2004). A model of customer loyalty in the retail banking market. European Journal of Marketing, 38(1/2), 253 – 275.

Behara, R.S., Fontenot, G.F., & Gresham, A.B. (2002). Customer process approach to building loyalty. Total Quality Management, 13(5), 603-611.

Bloemer, J., Ruyter, K., & Peeters, P. (1998), Investing drivers of bank loyalty: The complex relationship between image, service quality, satisfaction. International Journal of Bank Marketing, 16(7), 276-286.

Chang, N.J., & Fong, C.M. (2010). Green product quality, green corporate image, green customer satisfaction, and green customer loyalty. African Journal of Business Management, 4(13), 2836-2844.

Chen, Y.S. (2008). The driver of green innovation and green image –green Core competence. Journal of Business Ethics, 81(3), 531–543.

Chumpitaz, R., & Paparoidamis, N.G. (2004). Service quality and marketing performance in business-to-business markets: exploring the mediating role of client satisfaction. Managing Service Quality, 14(2/3), 235-248

Dembkowski, S. (1998), The environmental value-attitude system model: understanding the divergence between stated environmental consciousness and overt consumer behavior. Eco-management and Auditing, 5(2), 62-74.Eskildsen, J.K., Kristensen, K., Juhl, H.J., & Østergaard, P. (2004). The drivers of customer satisfaction and loyalty. Total Quality Management Business Excellence, 15(5/6), 859-868.

Govina, N. A. (2004). Dictionary of Marketing Management Communication. SAGE Publications.Gurau, C., & Ranchhod, A. (2005). International green marketing a comparative study of British and Romanian firms. International Marketing Review, 22(5), 547-561.

Hellier, P.H, Geursen, G.M., Carr, R.A., & Rickard, J.A. (2003). Customer repurchase intention – a general structural equation model. European Journal of Marketing, 37(11), 1762-1800.

Kim, H.Y., & Chung, J.E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40–47.

Kotler, P., & Armstrong, G. (1999). Principles of Marketing. Prentice-Hall International Inc.

Lee, K. (2008). Opportunities for green marketing: Young consumers. Marketing Intelligence & Planning, 26, 573-586.Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty: a study of the store as a brand, store brands and manufacturer brands. International Journal of Retail Distribution Management, 35(7), 544-555.

Mendleson, N., & Polonsky, M.J. (1995). Using strategic alliances to develop credible green marketing. Journal of Consumer Marketing, 12, 4-18.

Menon, A., & Menon, A. (1997). Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy. Journal of Marketing, 61, 51-67.

Moisander, J. (2008). Motivational complexity of green consumerism. International Journal of Consumer Studies, 31(4), 404-409.

Nguyen, N., & Leblanc, G. (1998). The mediating role of orporate image on ustomers’ retention ecisions: An investigation in inancial services. International Journal of Bank Marketing, 16(2), 52-65.

Paladino, A. (2005). Understanding the green consumer: an empirical analysis. Journal of Customer Behaviour, 4(1), 69-102.

Polonsky, M.J., & Rosenberger, P. J. (2001). Reevaluating Green Marketing: A Strategic Approach. Business Horizons.Sinnappan, P., & Abd Rahman, A. (2011). Antecedents of reen purchasing ehavior among Malaysian onsumers. International Business Management, 5(3), 129-139.

Schellhase, R., Hardock, P., Ohlwein, M. (1999). Customer Satisfaction in Business-to-Business-Marketing. The Journal of Business & Industrial Marketing, 14(5/6), 416-432.

Smith, S., & Paladino, A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal, 18, 93–104.

Subhani, M.I., Hasan, S.A., Osman, A., & Wazir Ali Rudhani, S. (2012). The Crux of Green Marketing: An Empirical Effusive Study. European Journal of Social Sciences (EJSS), 27(3), 425 – 435.

Tan, B.C. (2011). The Roles of Knowledge, Threat, and PCE on Green Purchase Behaviour. International Journal of Business and Management, 6(12), 14-27.