با همکاری مشترک دانشگاه پیام نور و انجمن جغرافیا و برنامه‌ریزی روستایی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 Associate Professor, Department of Psychology, Faculty of Social Sciences, Razi University, Kermanshah, Iran

2 Ph.D in Psychology, Faculty of Social Sciences, Razi University, Kermanshah, Iran

3 Assistant Professor, Department of Psychology, Faculty of Social Sciences, Razi University, Kermanshah, Iran

چکیده

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.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The impact of Theory of Planned Behavior, Environmental Concern and Intention to Buy Green Products in Pro-Environmental Behavior (Kermanshah, West of Iran)

نویسندگان [English]

  • Jahangir Karami 1
  • Fateme Dehghan 2
  • Kamran Yazdanbakhsh 3

1 Associate Professor, Department of Psychology, Faculty of Social Sciences, Razi University, Kermanshah, Iran

2 Ph.D in Psychology, Faculty of Social Sciences, Razi University, Kermanshah, Iran

3 Assistant Professor, Department of Psychology, Faculty of Social Sciences, Razi University, Kermanshah, Iran

چکیده [English]

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.

کلیدواژه‌ها [English]

  • Planned Behavior
  • Environmental Concerns
  • Buy Green Products
  • Kermanshah
  • West of Iran
Abbasi, J., Enayati, G., & Rahbari, M. (2012). “Investigating the Factors Affecting Students' Green Shopping Behavior, Case Study: Students of Qazvin Islamic Azad University”. Management (Researcher), 9 (27), 35-49.[In Persian]
Albayrak, T., Aksoy, S. & Caber, M. (2012). “The effect of environmental concern and skepticism on green purchase behavior”, Marketing Intelligence & Planning, 31 (1), 27-39.
Al-Swidi, A., Huque, S. M. R., Hafeez, M. H., & Shariff, M. N. M. (2014). “The role of subjective norms in theory of planned behavior in the context of organic food consumption”. British Food Journal, 116(10), 1561-1580.
Ajzen, I. (1991). “The theory of planned behavior”, Organizational behavior and human decision processes, 50(2), 179-211.
Baron, R. M., & Kenny, D. A. (1986). “The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations”. Journal of personality and social psychology, 51(6), 1173.
Bhutto, M. Y., Zeng, F., Soomro, Y. A., & Khan, M. A. (2019). “Young Chinese consumer decision making in buying green products: An application of theory of planned behavior with gender and price transparency”. Pakistan Journal of Commerce and Social Sciences (PJCSS), 13(3), 599-619.‏
Chamorro, A., & Banegil, T. M. (2006). “Green marketing philosophy: A study of Spanish firms with ecolabels”. Corporate Social Responsibility and Environmental Management, 13 (1), 11-24.
Chen, K., & Deng, T. (2016). “Research on the green purchase intentions from the perspective of product knowledge”. Sustainability, 8(9), 943.
Chen, M. F., & Tung, P.J. (2014). “Developing an extended theory of planned behavior model to predict consumers’ intention to visit green hotels”. International Journal of Hospitality Management. 36, 221–230.
Diamantopoulos, A., Schlegelmilch, B., Sinkovics, R. R., & Bohlen, G. M. (2003). “Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation”. Journal of Business research, 56(6), 465-480.
Dunlap, R.E., & York, R. (2008). “The globalization of environmental concern and the limits of the post materialist values explanation: evidence from four multinational surveys”, The Sociological Quarterly, 49, 529–563.
Han, H., Hsu, L.-T., & Sheu, C. (2010). “Application of the theory of planned behavior to green hotel choice: testing the effect of environmentally friendly activities”. Tourism Management. 31, 325– 334.
Haytko, D. L., & Matulich, E. (2008). “Green advertising and environmentally responsible consumer behaviors: Linkages examined”. Journal of Management and Marketing Research, 1, 2, 2-11
Hartmann, P., & Apaolaza-Ibanez, V. (2012). “Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern”. Journal of Business Research. 65 (9), 1254-1263.
Ibrahim, H., Mariapan, M., Lin, E. L. A., & Bidin, S. (2021). “Environmental Concern, Attitude and Intention in Understanding Student’s Anti-Littering Behavior Using Structural Equation Modeling”. Sustainability, 13(8), 4301.
Joshi, Y., & Rahman, Z. (2015). “Factors affecting green purchase behavior and future research directions”. International Strategic Management Review, 3(1-2), 128-143.
Kaiser, H. F. (1991). “Coefficient alpha for a principal component and the Kaiser-Guttman rule”. Psychological reports, 68(3), 855-858.‏
Kim, Y. J., Njite, D., & Hancer, M. (2013). “Anticipated emotion in consumers’ intentions to select eco-friendly restaurants: Augmenting the theory of planned behavior”. International Journal of Hospitality Management, 34, 255-262.‏
Kim, Y., Yun, S., & Lee, J. (2014). “Can companies induce sustainable consumption? The impact of knowledge and social embeddedness on airline sustainability programs in the US”. Sustainability, 6(6), 3338-3356.
Naderloo, S., & Shams, A. (2017). “Survey of Environmental Knowledge and Attitude of Zanjan University Students”. Environmental Science and Technology, 19 (4), 545-557.[ In Persian]
Nawah A., &Froutan Kia, S. (2011). “Investigating the Relationship Between Rational Action and Environmental Behaviors Studied in Andimeshk Urban Community”. Environmental Quarterly, 51, 69-78. .[ In Persian]
Paul, J., Modi, A., & Patel, J. (2016). “Predicting green product consumption using theory of planned behavior and reasoned action”. Journal of Retailing and Consumer Services, 29, 123-134.
Preacher, K. J., & Hayes, A. F. (2008). “Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models”. Behavior research methods, 40(3), 879-891.‏
Salehi, S., Ghadami, M., & Hemmati, G. Z. (2012). “A study of Environmental Behaviors among Coastal Tourists (A case Study of Coastal Tourists in Bushehr City during New Year Holiday)”, Journal of Tourism Planning and Development, 1(1), 35-58.[ In Persian]
Salehi, S., & Imam Qoli, L.(2012). “Cultural Capital and Environmental Behaviors (Case Study: Kurdistan Province)”. Quarterly Journal of the Iranian Association for Cultural Studies and Communication, 8 (28), 91-117.[In Persian]
Sanaei, A., Khazaeipour, J., Jafari, S., & Baloui Jamkhaneh, H. (2013). “Analysis of Factors Affecting the Acceptance of Telemedicine Using Combined Models of Technology Acceptance and Theory of Planned Behavior, Case Study: Physicians of Isfahan”. Health Information Management, 10 (4), 571-580.[ In Persian]
Sang, Y. N., & Bekhet, H.A., (2015). “Modelling electric vehicle usage intentions: an empirical study in Malaysia”. Journal of Cleaner Production. 92, 75-83.
Saut, M., & Saing, T. (2021). “Factors affecting consumer purchase intention towards environmentally friendly products: a case of generation Z studying at universities in Phnom Penh”. SN Business & Economics, 1(6), 1-20.‏
Seif, M. H., Mazloumian, S., Rastegar, A., & Amrollahi Jalal Abadi, M. (2016). “Environmental and psychological factors on green purchasing willingness among employees of Sarcheshmeh copper complex”. Environmental Education and Sustainable Development, 4(2), 19-29.[In Persian]
Shobeiri, S.M. (2016). “Investigating the Role of Thinking Styles in The Attitude and Environmental Behavior of High School Students”. Education Quarterly, 130, 41-66.[ In Persian]
Suplico, L. T. (2009). “Impact of green marketing on the students purchase decision”, Journal of International Business Research, 8 (2), 71-81.
Sun,Y. Liu, N., & Zhao, M. (2019). “Factors and mechanisms affecting green consumption in China: A multilevel analysis”. Journal of Cleaner Production, 209, 481-493.
Wei, C., Chiang, C., Kou, T., & Lee, B. C. Y. (2017). “Toward sustainable livelihoods: Investigating the drivers of purchase behavior for green products”. Business Strategy & the Environment, 26(5),183-184.
Yadav, R., & Pathak, G. S. (2016). “Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior”. Journal of Cleaner Production, 135, 732-739.
Zhang, L., Fan, Y., Zhang, W., & Zhang, S. (2019). “Extending the theory of planned behavior to explain the effects of cognitive factors across different kinds of green products”. Sustainability, 11(15), 4222.‏