Investigation of the impact of experience and environmental knowledge on attitudes and behaviors of consumers’ conscious of the environment

Subject Areas : مدیریت ، برنامه ریزی و آموزش محیط زیست

Mahdi Farmani ¹ ( MSc, Business management department, Faculty of Management & Accounting, Farabi Campus University of Tehran, Iran )
Mohammad Ghaffari ² ( Assistant Professor, Faculty of Management & Accounting, Farabi Campus University of Tehran, Iran *(Corresponding author) )
Mostafa Zandi Nasab ³ ( MSc, Business management department, Faculty of Management & Accounting, Farabi Campus University of Tehran, Iran )

Received: 2019-04-11 Accepted : 2019-06-07 Published : 2021-01-20

Keywords: Environmental knowledge, Environmental Attitud, Environmentalist, Environmental experience, Consumer behavior,

Abstract :

Background and Objective: In today's competitive market, companies are surely able to make competitive advantage and benefit from it in the long run, paying more attention to environmental issues. Therefore, the purpose of this research is to investigate the impact of environmental knowledge on attitudes and behaviors of consumers’ conscious of the environment. Method: This research, is applied in terms of purpose and descriptive in terms of research method. The statistical population of this research includes all customers of Pegah Company throughout the country in January 2019. To this end, 384 samples were selected using available sampling method. In order to confirm the validity of the questionnaire, content validity, construct validity and convergent validity were examined. To assess the reliability of the questionnaire, Cronbach's alpha coefficient was used. Data was analyzed using SPSS 22 and LISREL 8.8 software. Finding: All research hypotheses were approved and the coefficient of determination of attitudes toward the environment and behavior of consumers’ conscious of the environment is 0/51 and 0/35. Discussion and Conclusion: The results of the research show that general environmental knowledge and Eco-friendly knowledge has a significant impact on attitudes toward the environment and environmental experience has a significant impact on attitudes and behaviors of conscious consumers toward environment. Also, attitudes toward environment has a significant impact on behavior of consumers’ conscious of the environment.

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