The Effect of Consumer’s Received Value, Effectiveness and Risk on Purchase Intention of Green Products (Case Study: Islamic Azad University, Science and Research Brand Students)

Subject Areas : Jounal of Marketing Management

A. Samiei Zafarghandi ¹ , S. Nayebzadeh ² , H. Dehgan Dehnavi ³

1 - کارشناس ارشد گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
2 - گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
3 - گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران

Received: 2015-06-04 Accepted : 2015-06-04 Published : 2015-06-22

Keywords: Green Marketing, conscious consumer buying beha, efficacy, perceived by the consumer PCE, environmental concern EC green, perceived risk green purchase ,

Abstract :

The aim of this study was to examine the factors influencing consumer intention to buy green products (organic products) among young people. Using variables conscious consumer buying behavior, perceived effectiveness of consumer, environmental concerns, green perceived value, green perceived risk, as the independent variable and the dependent variable intention to buy green (organic), the research model is formed. The present research, the purpose, according to the methodology applied, descriptive survey using questionnaires and required data is collected. The population studyare student of Sciences and Research Islamic Azad University of Tehran and random sampling method was used and collected a total of 400 samples accepted. Data analysis was performed using software SPSS , LISREL and The results show that Variables, perceived value conscious behavior Perceived by the consumer as well as them effectiveness have a positive impact on the intention to buy green (organic) And perceived risk and environmental concerns are factors that have a negative impact on the intention to buy green.