Environmental Education
Jahangir Karami; Fateme Dehghan; Kamran Yazdanbakhsh
Abstract
Environmental concerns of people in the community have increased due to increasing environmental problems and issues. This in turn leads to changes in consumer behavior and purchasing decisions. Therefore, the aim of this study is to investigate the effects of attitudes, mental norms, and perceived consumer ...
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Environmental concerns of people in the community have increased due to increasing environmental problems and issues. This in turn leads to changes in consumer behavior and purchasing decisions. Therefore, the aim of this study is to investigate the effects of attitudes, mental norms, and perceived consumer behavioral control using the theory of planned behavior, taking into account the role of environmental concerns and the intention to buy green products. For this purpose, the research data was collected from a sample of 867 people in the cities and villages of Kermanshah City, and the data was analyzed by structural equation modeling. The findings revealed that attitudes (36%), mental norms (55%), and perceived behavioral control (50%) all had positive effects on pro-environmental behavior; additionally, environmental concerns (40%), and the intention to buy green products (58%), both had positive effects on pro-environmental behavior.
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.
