Identify the Factors Affecting the Desire to Buy Green Packaging

Document Type : Original Article

Authors

1 PhD student in Business Management, Young and Elite Researchers Club, Arak Branch, Islamic Azad University, Arak, Iran.

2 Associate Prof., Faculty of Business Management, Arak Branch, Islamic Azad University, Arak, Iran

3 Assistant Professor, Islamic Azad University, Babol Branch, Mazandaran, Iran

4 Faculty Member at Rahedanesh

Abstract

The present study seeks to identify and prioritize the factors affecting the desire to buy green packaging. The research is applied in terms of purpose and causal in terms of method. The field data collection method and data collection tool was a researcher-made questionnaire. Field information was collected using a questionnaire of 41 questions from buyers of green products in 1399. The statistical population of this research consists of all buyers of green products (Markazi province) and the size of the statistical sample selected by the available method for customers is 384 people. Data were analyzed using LISREL software and structural equation testing. The results indicate the positive effect of variables (individual norms, environmental concerns and willingness to pay) on the willingness to buy green products and also the negative effect of variables (attitude and perceived behavioral control).

Keywords

References

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History

  • Receive Date: 21 December 2020
  • Revise Date: 19 January 2021
  • Accept Date: 21 March 2021
  • Publish Date: 20 April 2021

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