Abstract
Human health is crucial for every human being with their right to utilize and opt for safe and healthy products. The main reasons for consumer awareness about the products they use in their daily life are health consciousness and environmental concern. The environment is affected due to several issues such as pollution etc. it has been the most the cause of concern for general public and as a result the concept of green environment and the green product has emerged in many countries. As far as Iraq is a concern this issue is at infancy level especially for new consumers, however, the growth in the demand for environmentally friendly products is an increasing trend. This paper aims to find out the purchase intention of consumers towards green products. For this purpose, the sample was selected from Salahaddin University Iraq. The sample size was 161 students from the university. The hypotheses were tested using Smart PLS 3 and the results for the inner and outer model were presented in the study. The results showed 10 significant hypotheses however it was limited to the sample of university students because it is supposed that university student is more focused towards their health as well as environment. Moreover, theoretically this study is limited to the theory of planned behavior. The study helps policymakers to formulate strategies to aware consumers regarding their health and environmental issues especially the students. The study also discusses the recommendations.
Highlights
As the dynamic of the investment changes it enhances the importance of decision making which is the part of the Behavioral finance
The result shows that risk aversion is an important criterion in decision making but the investor that are risk averse are more logical and rational (Hunjra et al, 2012)
These believe and information create or force the investor to take any decision it can be an overreaction of available information or it can be a suitable decision for the betterment of the firm
Summary
As the dynamic of the investment changes it enhances the importance of decision making which is the part of the Behavioral finance. If the organization makes an appropriate decision of investment it will result in an increase of firm productivity and outcome (Mayfield et al, 2008) Researchers such as Kengatharan and Kengatharan (2014), Qadri and Shabbir (2014), Nofsinger and Varma (2013), highlighted the positive relationship between behavioural factors and decision making of investment in the stock market by an investor. This research focuses on the detailed analysis of the experience of the investor as well as the corporate governance and other factors It covers both theoretical and observed involvement of the factor in the decision making of investment. The study is limited to the investment decisions of the Iraqi investors it covers the moderating factors such as age, gender and financial education of the investors which is the contribution of the current study and in this way this study adds value to the current state of knowledge in the domain of behavioral finance
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