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        1 - The influencing factors on consumer choice behavior regarding green products based on theory of Consumption Values
        مهناز کاظمی سید علیرضا سید صالحی
        Abstract This paper contains the theory of consumption values to determine the influence factors on consumer choice behavior regarding green products, and examines whether are significant differences in consumption values and choice behavior between consumers whit diffe More
        Abstract This paper contains the theory of consumption values to determine the influence factors on consumer choice behavior regarding green products, and examines whether are significant differences in consumption values and choice behavior between consumers whit different outlooks on environmental concerns .This paper proposed definitions today on customer perceived value of green products deals. Research method was descriptive survey, the health of consumers and detergents were randomly Qazvin 472 people responded price - the social - emotional value - the value and meaning of epistemological were provided. Social value and the highest quality effects on consumer choice behavior towards green products were not worth the price to the consumer of utmost importance. The results indicate that consumers are looking for quality and freshness of a certain social consent is not sensitive to the high price of green products. These restrictions can be no real knowledge of green products as consumers Manuscript profile
      • Open Access Article

        2 - 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 student’s)
        عادله سمیعی زفرقندی shahnaz nayebzadeh hassan dehnavi
        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 More
        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 study are 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 the 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. Manuscript profile
      • Open Access Article

        3 - Investigating the Impact of emotions on the Intention to buy customers of Green Products (Studied case: Students of the Islamic Azad University of Kashan)
        alireza naalchi kashi Seyed Mohammad Tabataba’i- Nasab
        Purpose: The purpose of this study was to investigate the factors affecting the intention to purchase green products. For this purpose, a total of 450 students from the Islamic Azad University of Kashan took part in this survey. Methodology: The research method was app More
        Purpose: The purpose of this study was to investigate the factors affecting the intention to purchase green products. For this purpose, a total of 450 students from the Islamic Azad University of Kashan took part in this survey. Methodology: The research method was applied in terms of purpose and in terms of analysis, it was of the scaling type. The data collection tool and sampling for the questionnaire were done randomly and to determine the sample, the Cochran formula was utilized. This study used the SPSS software to analyze the descriptive statistics (demographical factors) and through the software PLS, the connection between the variables was investigated by structural equation modeling. Findings: The results indicated that environmental beliefs affect environmental concern and there must be a positive relationship between them. Also, the increase in environmental concern leads to an increase in the attitude to consume green products, and finally an increase in the consumers' intention to purchasing green products. Furthermore, an increase in environmental concerns also increases positive emotions, which in turn increases the consumers' will to purchase green products. Finally, with increasing environmental concerns, negative emotions increase. But the effect of negative emotions is on reverse purchasing intention. Research Limitations: The tested model now uses purchase intention as a result variable instead of real purchase, and in practice, it will be difficult to develop a research framework in a controlled real behavior. Managerial Implications and Originality/Valve: Investigating the role of positive and negative emotions on the intention of purchasing green products helps marketing managers up to by correct identifying consumers' emotions can designing appropriate strategies for encouraging them to use green products. Keywords: Environmental Beliefs, Environmental Concern, Positive Emotions, Negative Emotions, Attitudes toward Green Products, Theory of Reasoned Action. Manuscript profile
      • Open Access Article

        4 - The Influencing Factors on Consumer Choice Behavior Regarding Green Products Based on Theory of Consumption Values
        S. A. Seyed Salehi M. Kazemi
        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 significan More
        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. Manuscript profile
      • Open Access Article

        5 - 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)
        A. Samiei Zafarghandi S. Nayebzadeh H. Dehgan Dehnavi
        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 More
        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. Manuscript profile
      • Open Access Article

        6 - Analysis of factors affecting food literacy among Shiraz University Students
        Bahareh Zarei Manesh Razieh Namdar
        Today, achieving food security is far more difficult than in previous decades, despite the growing climate change, the increasing population of the world, and the degradation of nature's environmental capacity to produce food. Food literacy as an emerging concept has be More
        Today, achieving food security is far more difficult than in previous decades, despite the growing climate change, the increasing population of the world, and the degradation of nature's environmental capacity to produce food. Food literacy as an emerging concept has been proposed a viable way to achieve food security and is a promising approach to healthy and proper nutrition for society, as it emphasizes the essential aspects of food, including skill, health, and environmental protection. The purpose of this study was to investigate the relationship between dimensions and factors affecting food literacy among postgraduate students of Shiraz University. According to the research findings, the total means of students studied was at a desirable level in terms of food literacy, but in terms of factors such as nutrition style and environmental literacy at a low level and in terms of environmental concerns at very low level. The study found that there was no difference between students in terms of food literacy and different levels of household income and major. But married students had higher levels of food literacy than single students. The results of the causal relationship test in the form of path analysis test showed that among the variables included in the path analysis, environmental literacy (0.43) and environmental concern (0.29) were the most influential in terms of food literacy and the use of media and information resources (-0.06) showed the least impacts. Based on the results, some recommendation have been made to improve food literacy. Manuscript profile
      • Open Access Article

        7 - Impact of the Theory of Consumption Values on Green Purchasing Behavior with Emphasis on Mediator Role of Environmental Concern (Case study: Consumers of green products in Tehran)
        Mirza Hasan Hoseini Reza norouzi ajirloo
        Background and Objective: Concerns about environmental degradation have increased over the past decades. In response to these concerns, consumers are helping to protect the environment by purchasing and using green products. The purpose of this study was to investigate More
        Background and Objective: Concerns about environmental degradation have increased over the past decades. In response to these concerns, consumers are helping to protect the environment by purchasing and using green products. The purpose of this study was to investigate the effect of thetheory of consumption values on green purchasing behavior, with emphasis on the role of mediator of environmental concern of consumers of green products under the supervision of the Organic Society of Iran in Tehran. Method: This research is an applied and methodological research of correlation type. The statistical population of this research is customers of stores under the supervision of the Organic Society of Iran located in Tehran. A total of 320 customers were selected as the sample. Data were collected using standard questionnaires and data analysis using structural equation modeling with Smart-PLS software. Findings: The results of the research show that environmental concern of consumers of green products mediates the impact of consumption theory on green purchasing behavior, and there is a positive and significant relationship between the theory of consumption valuesand environmental concerns of green consumers in Tehran. Discussion and Conclusion: In general, considering the environmental concerns of consumers, buying green products is influenced by the value of consumption. Consumers with high environmental concern support green products more, and show greater readiness to choose them. Manuscript profile
      • Open Access Article

        8 - Evaluating the Effects of Altruistic Value, Environmental Awareness, and Social Media on Green Purchasing Behavior with the Mediating Role of Normative Goal and Environmental Concern
        Fereshteh Mohammadsalehi alireza rousta Majid Ahmadi
        Background & Objective: Concerns about environmental degradation have increased in the past few decades. In response to these concerns, consumers help preserve the environment by adopting green purchasing behavior and using green products. Environmental issues and e More
        Background & Objective: Concerns about environmental degradation have increased in the past few decades. In response to these concerns, consumers help preserve the environment by adopting green purchasing behavior and using green products. Environmental issues and environmental protection are one of the most important criteria that consumers should consider when purchasing. The aim of the research is to evaluate the effects of altruistic value, environmental awareness and social media on green purchasing behavior with the mediating role of normative goal and environmental concern. Material and Methodology:  This study is considered as an applied research in terms of purpose and survey-descriptive research in terms data collection method. The statistical population of the research is the customers of organic food products in Tehran in 2022. Also, 415 questionnaires were distributed using available sampling method and 387 questionnaires were collected. The reliability of the questionnaire was evaluated by evaluating Cronbach's alpha coefficient, which was 0.919. Validity of the research tool has been confirmed by performing confirmatory factor analysis technique. Structural equation modeling has also been used to analyze the information. Findings: According to the results of research hypotheses, the perceived effectiveness of the customer, social media, environmental awareness, and altruistic value have a significant effect on the normative goal and environmental concern. Also, the role of normative goal and environmental concern on green purchasing behavior has been shown. Discussion and conclusion: From the point of view of customers, the most influential factor on the environmental attitude is the altruistic value variable with the statistic of 13/363 and the least effective factor on the normative goal is the environmental awareness variable with a statistic of 3.521. Manuscript profile
      • Open Access Article

        9 - Entropy Method to Analyze the Impact of Eco-Friendly Consumer Attitudes on Green Brand Intention: Apple Brand Consumers
        Maryam Ghiasabadi Farahani Peyman Ghafari Ashtiani Majid Shadmand
      • Open Access Article

        10 - A review of research in the study of ethical consumption
        مهدی نعیمی نظام آباد Hossein Vazifehdust
        In recent years, various formsof ethical consumption have received much attention in popular Media, and researches reported increased consumer interest in buying ethical products. Authors have presented different models in the field of ethical decision making. Hunt and More
        In recent years, various formsof ethical consumption have received much attention in popular Media, and researches reported increased consumer interest in buying ethical products. Authors have presented different models in the field of ethical decision making. Hunt and vitell model is one of the famous and dominant models. While some research have sought to model consumer ethical decision-making, others are seeking to understand the concept of consumer identity through ethical consumption discourses. A number of studies have also used the theory of planned behavior as a framework for examining consumer ethical decision-making. Most research on ethical consumption has been conducted in developed countries. However, in Northern Europe, where environmental concerns have been prominent, there has been a stream of studies on pro-environmental consumption. According to the research, the study of ethical consumption in the context of developing countries is of great importance and necessity, because most of the theories in this area have been confirmed in developed western societies and therefore have little generalizability for eastern cultures. Future research should focus on the four important areas of examining the micro-cultural contexts, examining the diverse narratives of ethical consumers and the ethical principles of the consumer in the self-ethical construction, determining the factors affecting the dynamics of ethical consumption discourses over time, and comparing diverse ethical consumption discourses related to different cultures. Manuscript profile
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        11 - .An investigation of attitude and enviromental behavior of shirazi citizens
        Aliyar Ahmadi dorna salamatian fatemeh roosta
        Many of environmental threats, destruction of resources and pollution are the consequences of human behavior and only changes in human behavior can reduce enviromental problems. Attitudes toward the environment are among the most important criteria for predicting enviro More
        Many of environmental threats, destruction of resources and pollution are the consequences of human behavior and only changes in human behavior can reduce enviromental problems. Attitudes toward the environment are among the most important criteria for predicting environmental behavior. Hence, this study aimed to investigate the relationship between environmental attitudes and behavior of the citizens in Shiraz city. This was a survey study whose research population consisted of residents (15-60 age) of five districts of the city of Shiraz of which 268 citizens were chosen on the basis of Cochran formula via a random cluster sampling technique. A questionnaire which was based on Danlap scale was used to gather needed data. The mean and standard deviation of environmental behavior were 71/79±16.78 (in 0-100 scale) which varied in different groups. Ag, level of concern about environmental issues and its destructin, and educatin showed a significant relation with the dependent variable. In the final model, attitudes toward the environmental was the most important factor influencing environmental behavior. According to the results, it is necessary to assess and emphasize diverse cultural programs including the performance the media. Manuscript profile
      • Open Access Article

        12 - What Drives Ranchers’ Intention to Conserve Rangelands: The Role of Environmental Concern (A Case Study of Angoshteh Watershed in Borujerd County, Iran)
        Saeid Karimi Amir Saghaleini