The influencing factors on consumer choice behavior regarding green products based on theory of Consumption Values

Subject Areas : Jounal of Marketing Management

مهناز کاظمی ¹ , سید علیرضا سید صالحی ²

1 - مدیر پژوهش و بازاریابی
2 - مدیر تحقیقات بازاریابی بانک ملت

Received: 2013-11-03 Accepted : 2014-09-06 Published : 2018-10-23

Keywords: " environmental concerns", :" the theory of consumption values", "Customer-perceived value", " choice behavior",

Abstract :

Abstract This paper contains the theory of consumption values to determine the influence factors on consumer choice behavior regarding green products, and examines whether are significant differences in consumption values and choice behavior between consumers whit different outlooks on environmental concerns .This paper proposed definitions today on customer perceived value of green products deals. Research method was descriptive survey, the health of consumers and detergents were randomly Qazvin 472 people responded price - the social - emotional value - the value and meaning of epistemological were provided. Social value and the highest quality effects on consumer choice behavior towards green products were not worth the price to the consumer of utmost importance. The results indicate that consumers are looking for quality and freshness of a certain social consent is not sensitive to the high price of green products. These restrictions can be no real knowledge of green products as consumers