Meta-analysis of the factors affecting green products purchase intention (Case study: Researches conducted in Iran)

Changes occurring in the environment including diminishing resources and increasing environmental pollution, protecting it more important than ever. In this regard, production of green products is a necessary condition but not sufficient to protect the environment; the condition is sufficient when consumers tend to buy these products. So far, several studies about the factors that can lead consumers to buy green, be done. However, the information obtained from this research shows the dispersion and multiplicity of factors affecting the intention to buy these products. The present study aims to combine quantitatively the results of research on the factors affecting the intention to purchase green products, has been examined 38 studies conducted in Iran using the meta-analysis method and CAM2 software. Meta-analysis results showed that attitude, social responsibility and Norm, respectively with the effect size of 0.489, 0.428 and 0.411, highest impact and knowledge, value and promotion have the lowest effect on green purchases of Iranian consumers with the effect size of 0.404, 0.352 and 0.278 respectively.