The purpose of this study is to focus on what factors and variables affect the consumers’ intention to purchase green products and lead them to prefer green ecologic products to other products and choose to buy them.
For this purpose, a total of 450 students from the Islamic Azad University of Yazd took part in this survey. The research method was applied in terms of purpose and in terms of analysis, it was of the scaling type. The data collection tool and sampling for the questionnaire were done randomly and to determine the sample, the Cochran formula was used. This study used the SPSS software to analyze the descriptive statistics (demographical factors) and through the software LISREL, the connection between the variables was investigated by structural equation modeling.
The results indicated that environmental beliefs affect environmental concern and there must be a meaningful relationship between them. Also, the increase in environmental concern leads to an increase in the attitude to consuming green products, and finally, an increase in the consumers’ demand for purchasing green products. Furthermore, an increase in environmental concerns also increases positive emotions, which, in turn, increases the consumers’ will to purchase green products. Finally, there is a meaningful relationship between environmental concerns and negative emotion while there is no significant relation between was reported between negative emotions and the will to purchase.
The tested model now uses purchase intention as a result variable instead of real purchase, and in practice, it will be difficult to develop a research framework in controlled real behavior.
Investigating the role of positive and negative emotions on the intention of purchasing green products helps marketing managers up to by correct identifying consumers’ emotions can designing appropriate strategies for encouraging them to use green products.
Naalchi Kashi, A. (2019), "Green purchase intention: A conceptual model of factors influencing green purchase of Iranian consumers", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-06-2019-0120Download as .RIS
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