Presenting a causal model of the desire to consume green based on the need for uniqueness and the benefits of insisting on the idea: the role of consumer

Subject Areas : Journal of Iranian Social Development Studies

Ahmad Rastegar ¹ , Mohammad Hassan Seif ² , Davoud Rastad ³ , sima alizadeh ⁴

1 - Associate Professor, Educational science, Payam Noor University, Tehran, Iran
2 - Associate Professor, Educational science, Payam Noor University, Tehran, Iran
3 - Master's degree, Environmental Education, Faculty of Educational Sciences, Payam Noor University, Tehran, Iran
4 - Assistant Professor, Educational science, Payam Noor University, Tehran, Iran.

Received: 2023-06-01 Accepted : 2023-07-08 Published : 2023-05-22

Keywords: Innovative Consumer, Need for Uniqueness, Environment, Self-Expressive Benefits, Green Consumption Desire,

Abstract :

 In the recent years, the attention to the environmental issues has increased in our country. Greenconsumption desire increases awareness and sensitivity to the environmental conservation and consumption inproducts, and the results of this matter are optimally utilize of energy resources, reduce waste and wastegeneration, reuse reusable equipment and recycle. The goal of this research is to presenting a casual model ofthe Green consumption desire based on need for uniqueness and self- expressive benefi, considering the role ofconsumer innovativness and psychological factors among employees of South Pars National Gas Company.Forthis purpose, 291 students were selected by a random sampling method and anserwd to the self-reportquestionnaire including scales of need for uniqueness (Jia and Janshah, 2018), self- expressive benefit (Jia andJanshah, 2018), consumer innovativness ( Rainey and Irma, 2018), green consumption attitude (Chen and Deng,2016), perceived behavioral control (Chang, 2019), subjective norm (Chang, 2019) and willingness to greenconsumption (Kafulao, 2014). The research method is a descriptive of the correlation type. The results of thepath analysis showed that the indirect effect of the need for uniqueness and self- expressive benefit on thewillingness to green consumption through consumer innovativness, green attitude, subjective norm andperceived behavioral control is positive and significant. Also consumer innovativness has an indirect andpositive effect on willingness green consumption through the mediation of green attitude, perceived behavioralcontrol, and subjective norm 

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