چکیده:
This article investigates the Iranian consumer behavior about green products. Theirenvironmental beliefs and their decision making process in purchasing green/eco-friendly products. In this paper it has been attempted to collect data by using a questionnaire including34 questions. The respondents were 272 civilians who lived in Tehran and at least had diplomas. In our research we used data correlation analysis, and for supplemental analysis t- student analysis and one-way ANOVA were used. Results show that a positive correlation exists between environmental opinions and green purchasing behavior, between previousexperiences of consumers and perceived quality of green goods, as well as, between perceived quality of green products and green purchasing behavior. But there is no significant correlation between verbal advertising and perceived quality of green products. Thus, the conclusion is that (according to a positive opinion about environment among Iranianconsumers and its positive correlation with green purchasing behavior) if they can ensure the quality of green products, they will decide to buy these products. studying of the Iranian consumers’ behavior toward green products would be useful to politicians and companies who are willing to participate in green products industry, to place effective policies and strategies to protect the environment, and also persuade investors to bring more financial support. Moreover, the result will provide more evidence about the differences between consumers behavior in different countries around the eco-friendly products.
خلاصه ماشینی:
"Considering that the most important factor is the lack of consumer intention to use green products, according to researches done outside of Iran, perceived quality of these goods was lower than non-green goods.
The second part of the questionnaire included 5 questions about the perceived quality of green products, verbal advertising, and consumer previous experience on using green goods.
According to this hypothesis, a base is accepted for the positive relation between consumer opinions about environment and general environmental behavior.
Thus, the positive relation between consumer opinions about environment and green purchasing behavior, which is raised in the second hypothesis, is accepted with 95% level of confidence.
Considering hypothesis 3 that seeks to show the positive relation between perceived quality of green goods and verbal advertising (WOM), according to data presented in Table 3.
According to Table 3, there is a significant positive correlation between perceived quality of green products and consumer previous experience with 95% level of confidence.
Considering hypothesis 5, according to data obtained from Table 3, there is a significant positive relation that is really acceptable between perceived quality of green products and green purchasing behavior with 95% level of confidence.
Results of Testing Hypotheses به تصویر صفحه مراجعه شود)) Hypothesis 1 considers this issue that there is a positive relation between consumer opinions about environment and general environmental behavior.
Pickett-Baker and Ozaki [12] in their research concluded that people who were concerned about environmental issues relied on their own previous experience to buy green products, but people who were unresponsive to environment often cited verbal advertising."