Analysis of Influential Factors on Purchasing Intention of Green Products

Ehsan Ahadmotlaghi¹ Shima Tabasi² Mohammad Sheikhmohammadi khamseh³

1) Assistant Professor, Payam e Noor University, Tehran, Iran
2) Master s Student, Payam e Noor University, Tehran, Iran
3) Master, Bharati Vidyapeeth University

IOI Code : XYHC-BEFDK
Publication : 4th International Conference on Modern Research’s in Management,Economics & Accounting(4meaconf.com)
Abstract :
    Increasing public concern and awareness regarding the health and environmental protection has resulted in consumers consider the environmental issues in their purchase. Besides increasing environmental concerns and concept of social responsibility among consumers, identifying influential factors on consumers purchase intention of green products seems necessary. According to the fact that purchase intention is a good predictor of consumer behavior, the main goal of this study is to analyze the influential factors on purchase intention of consumers. Based on vast literature review and studies done by researchers, an appropriate comprehensive model has been presented based on these factors. This model could be applied by consumers in favor of environment and also industries supporting green products. To conduct this study, survey method was applied using questionnaire and a sample of 430 people among citizens of Mashhad. Regression analysis and SPSS were applied as well. The results of the study, show factors like green brands, marketing communication efforts, environmental knowledge, and consumers perceived effectiveness, influence green purchase intention of consumers.

Keywords : green product green purchase intention environmental knowledge green marketing perceived price