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Abstract
In this research, we studied the effect of planned behavior theory and perceived value through the willingness to purchase on customers purchase behavior towards green products. This is applied research in terms of its goal and considered as descriptive- co relational-survey research. The statistical population of this research is all customers of big hypermarkets (hyper me and hyper star) in Tehran who have green products in their shopping baskets. Due to the unlimited population of the statistical population, the sample size was 384 by using unlimited Cochran formula. Information in this research is collected through library and field methods. In this study, the content validity method was used to assess the validity of the questionnaire. To assess the reliability, Cronbach’s alpha coefficient was estimated at 0 /95.4. To analyze the data, descriptive tests such as percentage, mean and standard deviation and inferential tests such as Pearson correlation, confirmatory factor analysis and structural equations with LISREL Software were used. Based on the results of the present study, each of the nine examined hypotheses including behavioral beliefs, normative beliefs, control beliefs, attitudes, mental norms, perceived value behavioral control, willingness to pay the surplus, and the willingness to purchase green products have been confirmed and significantly affected on customers purchase behavior.
Highlights
Today, ethics and environmental principles have become an important issue among organizations as well as consumers, and uninterrupted deterioration of an environment has been raised. (Moisander, 2007)
The purpose of this study was to answer the question of which factors affect the attitude and intention of consumers to purchase green products in developing countries such as Iran? According to the results, behavioral, normative and control beliefs affect individuals’ attitude toward purchasing green products, as well as attitude, subjective norms, perceived behavioral control, and perceived value affect consumers' intention to purchase green products
Subjective norms indicate how a customer is influenced by the behavior and speech of some of the most important people in his life, as a result, subjective norms in comparison with attitudes play an important role in predicting consumer’s behavioral purposes, and these subjective norms can have an impact on individuals’ attitudes towards green products, and if consumers believe that others have good attitude towards green products, their intention to purchase these products will be increased
Summary
Ethics and environmental principles have become an important issue among organizations as well as consumers, and uninterrupted deterioration of an environment has been raised. (Moisander, 2007). Ethics and environmental principles have become an important issue among organizations as well as consumers, and uninterrupted deterioration of an environment has been raised. The issue of environment protection, which in turn leads to normative consumption, is known as a green consumerism. Ethical and normative consumption has been more attracted by academics as well as specialists (Papaoikonomou, 2011). It can be said that in the last few years, the process of focusing on the environment has been increased and the environment has been raised as an important phenomenon all over the world (Gian and Kaur, 2010).
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