Investigating of Factors affecting on Consumer buying behavior with the mediating role of Green Brand Preference

The aim of this study was to evaluate the effect of Green Brand Image, Green Satisfaction, Green Trust on Consumer Buying Behavior and role of Green Brand Preference as moderator variable. This is, based on purpose, an applied research, however, it is a descriptive survey in terms of data collection. In this study, a sample of students from the University of Mazandaran were selected by random sampling. A questionnaire was distributed among them and Finally, 370 usable questionnaires were considered to analyze confirmatory factor analysis and research model test by PLS software program. Likewise, SPSS software package was used to study reliability and exploratory factor analysis. The findings indicated that there is a positive significant relationship between Green Brand Image, Green Satisfaction, Green Trust with Green Brand Preference. Consumer Buying Behavior and also shows that it is a positive and significant relationship between Green Brand Preference and Consumer Buying Behavior.