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.
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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.
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Nowadays, one of the ways to empower the performance of companies is to create improvement programs through the development of green consumerism among consumers. The research method is descriptive and applied in terms of purpose. The statistical population of the resear More
Nowadays, one of the ways to empower the performance of companies is to create improvement programs through the development of green consumerism among consumers. The research method is descriptive and applied in terms of purpose. The statistical population of the research in two groups includes managers and experts of companies in Rasht industrial towns and consumers of green products in Rasht city. Sampling method is available in the society of company employees by simple random method and in the society of consumers by non-probability method, the method of data collection in this field research and its tool is questionnaire, in order to check the validity of the research tool by the content validity method and determine the reliability of the alpha coefficient. Cronbach's was used. Finally, the method of structural equation modeling with PLS software was used to analyze the data and test the research hypotheses. The results of the collected data analysis showed that the effect of green attitude, green knowledge and green concern on green purchasing behavior is significant. Also, the effect of green purchasing behavior on empowering companies' performance is significant. The findings showed that the environmental factors had an influencing role in the occurrence of green purchasing behavior of consumers and as a result of empowering the performance of companies, also the results of the test show that there are other influential variables that can be included in the model in future research.
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