A Study on the Effective Factors on Young Consumer’s Green Willingness: Tehran case study

Subject Areas : Jounal of Marketing Management

K. Hamdi ¹ , F. Ghaffari ² , A. Afsordegan ³

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Received: 2013-08-31 Accepted : 2013-08-31 Published : 2011-09-23

Keywords: Green Marketing, Consumer behavior, Green Products, Green marketing strategies, Attitude,

Abstract :

Community progress and the increasing attention to the environment have led numerous companies to regard green concepts as the main source of their strategic shift in company technology and creativity in the products. Moreover,   the environmental issues have increasingly become a major concern in Tehran to the effect of applying a number of barriers epidemic production method and environmental principles.  The companies have begun to realize the importance of brand green marketing concepts. This study focused on the factors that tend to buy environmentally friendly products in youth as well as ranking these factors. This new research- following   a new perspective as compared to the previous studies which used a strategies marketing mix to examine factors affecting the behavior of green purchasing – has discussed the related issues in the framework of consumer behavior theory and social marketing. The statistical populations were between 15 to 29 years old and data collection was done based on questionnaire. Data collection was done through a sample survey on the number of stores in Tehran and 430 respondents were selected to answer to a questionnaire. Secondary data from journals, books and other resources have been collected as well.  This study showed that consumers in Tehran have had a strong willingness to buy green products because of their considerable knowledge of green products.  The results showed that factors which had the greatest impact in purchasing of green products were social influence, environmental concerns, perceived environmental responsibility and concern for self-image in environmental protection in the young people. The study also contains recommendations on the marketing strategies which lead to the consumers’ willingness towards the purchase of  environmentally friendly products .