Document Type : Research Paper
Authors
Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
Abstract
The sudden increase in population in recent years has led to an increase in over-consumption of resources, climate change, an increase in greenhouse gases, and the extinction of rare species. Efforts to protect the environment have become a global concern. The purpose of this study is to identify and classify the factors affecting Green Purchase behavior by consumers. The most important research need in the current situation is to identify the factors affecting the change in consumer behavior when purchasing. The research is applied in terms of purpose and descriptive-survey in terms of implementation method. Documentary, library and field studies have been used to collect the required information and data. The data collection tool was a researcher-made questionnaire and it was distributed randomly among the clients of shared businesses in Tehran. The reliability of Cronbach's alpha in this study was 0.83. The size of the statistical population was determined based on Cochran's formula of 384 people. Exploratory factor analysis, KMO test, Bartlett and Scree Cattle in SPSS software were used to analyze the internal overlap and factor correlation matrix. The results showed that the factors affecting Green Purchase behavior are: expansion of environmental knowledge, change in attitudes, behavioral control and social responsibilities, mental norms and self-perception and lifestyle and values perceived by consumers, respectively.
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