The Influencing Factors on Consumer Choice Behavior Regarding Green Products Based on Theory of Consumption Values

Subject Areas : Jounal of Marketing Management

S. A. Seyed Salehi ¹ , M. Kazemi ²

1 - دانشگاه آزاد اسلامی، واحد قزوین، قزوین، ایران
2 - دانش آموخته کارشناسی ارشد رشته مدیریت اجرایی (گرایش بازاریابی)، دانشگاه آزاد اسلامی، واحد قزوین، قزوین، ایران

Received: 2015-03-14 Accepted : 2015-03-14 Published : 2016-02-20

Keywords: The theory of consumption valu, environmental concerns, Choice behavior, Customer perceived value,

Abstract :

This paper contains the theory of consumption values​​ to determine the influence factors on consumer choice behavior regarding green products.According to the different concerns and perspectives that consumers have towards the environment, to examine whether significant differences in the levels of consumption and consumer choice behavior, there is will. Research method was descriptive survey, the society were the Cleaning and hygiene consumers and randomly472 of Qazvin people responded to the questions. Using the data collected through the questionnaire and analysis of structural equation modeling to assess the impact of each of the so indices choice behavior dealt. And reached the conclusion that the client understands all aspects of the research, including the quality, price, value, social value, emotional value, the value provided and conditional value and epistemological value. Social values​​ and the quality is highest impact ton consumer choice behavior towards green products and worth the price to the consumer is not very important. Our results indicate that consumers are looking for high quality, fresh new products; the acquisition of social satisfaction, special conditions for the purchase of green products and is not very sensitive to the high price of green products.