The Effect of Environmental Values on Willingness to Pay More for Green Technologies with Emphasis on the Theory of Planned Behavior (Case study: Lecturers of Group A Universities in Iran)
Subject Areas : Environmental Impact AssessmentAlireza Mosayebi 1 , Firouzeh Azizi 2 , Mohsen Khorasani 3
1 - Assistant Professor of Science, Technology and Innovation Policy, Department of Industrial Management, Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Iran. *(Corresponding Author)
2 - Associate Professor of Economics, Department of Economic Development Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.
3 - Master of Business Administration, Strategic Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
Keywords: Individual and Social values, Green Technologies, Theory of planned behavior, Willingness to pay more.,
Abstract :
Background and Objective: Today, environmental concerns have dramatically become a vital issue for all people, and this issue has permeated all aspects of society. By understanding and identifying the potential needs of consumers and also in order to gain a competitive advantage, marketers have turned towards green marketing, which has a special and new emphasis on green branding. On the other hand, today's customers pay more attention to environmental issues, so that they are more inclined to buy and consume green and environmentally friendly products. Therefore, it is necessary for organizations to have a suitable plan for this, considering individual and social values in the form of planned behaviors. Considering the importance of this issue, the present study examines the individual and social environmental values on the willingness to pay more for green brands.
Material and Methodology: The current research has been done with a descriptive/survey approach and with a developmental-applicative goal. More than 530 questionnaires were distributed among professors of Group A universities in Iran. In order to test the research hypotheses, structural equation modeling and SmartPls3 software have been used.
Findings: The findings of the research showed that individual and social environmental values can affect the willingness to pay more for professors of Group A universities in Iran, but this is in the effect of social values on perceived task behavioral control and also in the effect of norms There is reason to think about the willingness to pay more.
Discussion and conclusion: Based on the obtained results, it is recommended that the manufacturers of green products, taking into account reference groups such as university professors, increase the intention to buy these products and the willingness to pay more by informing them about the benefits of green products.
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