The effect of Consumer’s received value, effectiveness and risk on Purchase Intention of Green Products (case study: Islamic Azad University,Science and Research Brand student’s)

Subject Areas : Jounal of Marketing Management

عادله سمیعی زفرقندی ¹ , shahnaz nayebzadeh ² , hassan dehnavi ³

1 - دانش‌آموخته‌ی کارشناسی ارشد مدیریت بازرگانی ، دانشگاه آزاد اسلامی، واحد علوم تحقیقات یزد
2 - گروه مدیریت-عضو هیات علمی دانشگاه ازاد اسلامی یزد
3 - گروه مدیریت-عضو هیات علمی دانشگاه ازاد اسلامی یزد

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

Keywords: environmental concern EC green perceived value, perceived risk green purchase intention, perceived by the consumer PCE, efficacy, conscious consumer buying behavior ECC, Green Marketing,

Abstract :

The aim of this study was to examine the factors influencing consumer intention to buy green products ( organic products) among young people. Using variables conscious consumer buying behavior, perceived effectiveness of consumer, environmental concerns, green perceived value, green perceived risk, as the independent variable and the dependent variable intention to buy green ( organic), The research model is formed. The present research, the purpose, according to the methodology applied, descriptive survey using questionnaires and required data is collected. The population study are student of Sciences and Research Islamic Azad University of Tehran and random sampling method was used and collected a total of 400 samples accepted . Data analysis was performed using software SPSS , LISREL and The results show that Variables, perceived value conscious behavior Perceived by the consumer as well as the effectiveness have a positive impact on the intention to buy green( organic) And perceived risk and environmental concerns are factors that have a negative impact on the intention to buy green.