Analyzing the Choice Behavior Based on the Theory of Consumption Values for Green Products in Iran

Abstract

The aim of the present study is to investigate the effective reasons behind the choice behavior of Iranian consumers regarding green products, based on the theory of consumption values, to find ways to increase the consumption of these products, regarding the fact that the country is currently facing environmental issues and challenges. The study, according to data collection method, is a field study that was carried out using Lin & Houang standard questionnaire (2012) and library sources; the questionnaire’s validity was measured based on a formal validity method and its reliability was measured based on the Cronbach’s alpha and the split half tests. The study, among all the methods of descriptive researches, is a survey one and based on its goals is an applied one. The sample was included 385 people; all are above 18, selected randomly at Zanjan city. The collected data was analyzed by using SPSS and inferential statistics methods and multi-variable regression (hypotheses test). The results prove that social, epistemic, and emotional values of Iranian consumers and also their level of environmental concerns affect the selection of green products; on the other hand, the functional and conditional values have no effects on the subject. Finally, based on the results, solutions have been provided.