Environmental Education
Fatemeh Pourjahanshahi; Saied Dehyadegari
Abstract
Today, many consumers advocate green products to reduce the effect of their consumption practices on the environment For this reason, companies have tried to produce green products, but many of the actions of companies in the field of green product production are misleading and deceptive, which is called ...
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Today, many consumers advocate green products to reduce the effect of their consumption practices on the environment For this reason, companies have tried to produce green products, but many of the actions of companies in the field of green product production are misleading and deceptive, which is called greenwashing. The present study aimed to investigate the effect of understanding greenwashing, attitudes, and beliefs on green purchase intention among environmentalists. The population included the environmentalists in Kerman, to whom a standard electronic questionnaire was sent for data collection. Finally, 384 questionnaires were collected and analyzed. The findings indicated that the understanding of greenwashing has a positive effect on the confusion of green consumption and an increase in perceived risk. However, it can reduce the perceived benefit, satisfaction, and loyalty. In addition, the attitude and beliefs of the environmentalists have a positive effect on the perceived benefit, satisfaction, and loyalty. If environmentalists have a positive attitude toward green products, there will be less confusion about consuming green products.
Seyyed Mohammad Javad Sobhani; Omid Jamshidi; Abbas Norouzi
Abstract
The purpose of this study was to develop a systematic model for assessing students’ intention towards organic food purchase through the application of Theory of Planned Behavior (TPB). In addition to the original components of the TPB, this study has explored constructs such as moral attitude, ...
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The purpose of this study was to develop a systematic model for assessing students’ intention towards organic food purchase through the application of Theory of Planned Behavior (TPB). In addition to the original components of the TPB, this study has explored constructs such as moral attitude, health consciousness and environmental concerns on students’ consumption behavior. In this research, information was collected from 420 agricultural students adopting the convenience sampling method. A research instrument was a questionnaire which its content validity was confirmed by a panel of experts at the University of Tehran and Tarbiat Modarres University. Also, its reliability, using related coefficients, met satisfied threshold value. Data were analyzed using structural equation modeling to determine the causal relationship between research components. The results showed that the developed TPB explains the willingness to purchase organic food among students (R2=0.629). Among the structures of the developed model, two added constructs including moral attitude and health consciousness have a direct and significant effect on the willingness to purchase organic food. Also, environmental concerns with affecting the moderating variable indirectly affect the student's willingness to purchase. Therefore, the present study, by adding new constructs and structures in the TPB, has improved the predictive power of the proposed framework in determining the students' intention for organic food purchase behavior.
