Effective Factors on Sustainable Consumption Behavior Tendency: The Case Study of Khorramabad

Today the population increasing growth and promotion of inappropriate use patterns have led to the abnormal use of land capacities whose consequences have caused the destruction of natural capitals (resources), increasing of diseases, waste production and increasing of waste materials. Lack of attention to this important matter will face the Earth with serious problems in the not too distant future. In this regard, present research was done with the purpose of determining the effect of environmental attitude, environmental knowledge and information, environmental concerns, health orientations, social responsibility, social context, education, being cosmopolitan, using of the Internet, disease and food allergies background on the tendency of Khorramabad citizens to sustainable consumption behavior. The study population consisted of Khorramabad residents, a sample of 386 individuals was selected by using of multi-stage cluster random sampling method for the study. To data analysis, descriptive statistics and regression path analysis have been used. Results show that some variables such as environmental attitude, environmental knowledge and information, environmental concerns, health orientations and social responsibility directly and some other variables such as education, being cosmopolitan, using of the Internet, disease background with food allergy indirectly were explained 30 percent of Khorramabad residents sustainable consumption behavior variance totally. Among these variables, health orientations and environmental attitudes were the most effective variables on sustainable consumption behavior. Therefore, it is recommended that the relevant organizations take the necessary actions in order to change attitudes and to improve the people’s health orientations level.