INTRODUCING A MODEL TO UNDERSTAND GREEN CONSUMER’S PURCHASE BEHAVIOR

Abstract

Due to the relentless growth of environmental problems and complications, humanity is facing more drastic and threatening challenges every day. Issues such as global warming, plastic products recycling, etc. are well-recognized subjects by the public. This research is sought to provide a new model that encompasses different angles and constructs related to the mentioned subject. In this research, the required data was gathered through a survey based on a self-designed questionnaire obtained through bibliographical methods and gathered data was analysed by structured equa-tion modelling. Analysis of 532 valid questionnaires shows that there is a positive correlation between personal traits and the green product’s attraction. In addition, results also indicated that social network norms such as social network groups inference is positively correlated to green product attraction, moreover, findings depicted a positive correlation between green advertisement and green product attraction. The result of this research would be beneficial for commer-cial and industrial proposals related to green marketing and production fields.