Identify the Factors Affecting the Desire to Buy Green Packaging

The present study seeks to identify and prioritize the factors affecting the desire to buy green packaging. The research is applied in terms of purpose and causal in terms of method. The field data collection method and data collection tool was a researcher-made questionnaire. Field information was collected using a questionnaire of 41 questions from buyers of green products in 1399. The statistical population of this research consists of all buyers of green products (Markazi province) and the size of the statistical sample selected by the available method for customers is 384 people. Data were analyzed using LISREL software and structural equation testing. The results indicate the positive effect of variables (individual norms, environmental concerns and willingness to pay) on the willingness to buy green products and also the negative effect of variables (attitude and perceived behavioral control).