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

Document Type : Research Paper

Authors

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

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 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.

Keywords

Main Subjects

References

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Journals of Environmental Education and Sustainable Development
Volume 9, Issue 4
2021
Pages 113-122

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