Impact of the Theory of Consumption Values on Green Purchasing Behavior with Emphasis on Mediator Role of Environmental Concern (Case study: Consumers of green products in Tehran)

Subject Areas : Biosafety

Mirza Hasan  Hoseini ¹ (Professor ,Business Management, Payame Noor University, Tehran, Iran)
Reza  norouzi ajirloo ² (Lecturer ,Business Management, Payame Noor University,Tehran, Iran * (Corresponding Author))

Received: 2017-10-29 Accepted : 2019-03-06 Published : 2020-04-20

Keywords: Theory of consumption values, Consumers of green products, green purchasing behavior, Environmental concern,

Abstract :

Background and Objective: Concerns about environmental degradation have increased over the past decades. In response to these concerns, consumers are helping to protect the environment by purchasing and using green products. The purpose of this study was to investigate the effect of thetheory of consumption values on green purchasing behavior, with emphasis on the role of mediator of environmental concern of consumers of green products under the supervision of the Organic Society of Iran in Tehran. Method: This research is an applied and methodological research of correlation type. The statistical population of this research is customers of stores under the supervision of the Organic Society of Iran located in Tehran. A total of 320 customers were selected as the sample. Data were collected using standard questionnaires and data analysis using structural equation modeling with Smart-PLS software. Findings: The results of the research show that environmental concern of consumers of green products mediates the impact of consumption theory on green purchasing behavior, and there is a positive and significant relationship between the theory of consumption valuesand environmental concerns of green consumers in Tehran. Discussion and Conclusion: In general, considering the environmental concerns of consumers, buying green products is influenced by the value of consumption. Consumers with high environmental concern support green products more, and show greater readiness to choose them.

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