Authors : Parastoo Naser Zare, Akbar Bagheri and Kourosh Parsa Moein
Abstract: The purpose of this study is reviewing and ranking the factors affecting the attitude, intention and behavior of consumers green purchasing and the present study from purpose is applied the method of data collection is survey. The population includes senior students of the Faculty of Science and new technologies Islamic Azad University of Tehran (650 people). The sample size based on Cochran was estimated sample of 200 people. Stratified random sampling method fatty volume data collection questionnaire contains 42 questions in a whole 5 point Likert were used. Face and content validity of the questionnaire was confirmed by experts and professors. Cronbach’s alpha coefficient was 0.861 which indicate the acceptable reliability of the questionnaire. To analyze the data, t-test and Friedman using SPSS Software and structural equation modeling using LISREL software was used. The results showed that with 99% assurance, it can be judged that the customers about the role of 11 factors (environmental knowledge, attitudes towards green products, environmental concerns, attention to Health, environmental awareness of customers behavior, its perception of the effects on the environment, make them green ads, intend to purchase, need to understand the product, willingness to pay and green labeling) affecting the attitude, attitude and behavior, intention and behavior of customers green purchasing have assessed them a higher than average. Meanwhile, the role of two factors behavior of green purchasing evaluated them less than average. The highest ranking gained by liberal with an average rating of 4.70 quarters and the lowest ranking gained by behavior of green purchasing with an average rating of 2.23. Finally, the moderator role of necessity understanding variable at 95% the product was confirmed. The 20.3% of changing variables dependent on intend to green purchase have explained by necessity of understanding product.
Parastoo Naser Zare, Akbar Bagheri and Kourosh Parsa Moein, 2016. Reviewing and Ranking the Factors Affecting the Attitude, Intention and Behavior of Consumers Green Purchasing. International Business Management, 10: 3223-3229.