Structural-interpretive model of factors affecting green purchasing behavior (purchasing environmental friendly products)

The main purpose of this study is to investigate and analyze the position of green shopping behavior among environmentalists and activists and at the same time to investigate a conceptual-analytical model developed from the factors affecting green shopping behavior among this group of consumers. The research methodology is a combination that in the qualitative section in order to identify the factors affecting green shopping behavior, the research background and theoretical foundations related to the subject were reviewed and reviewed, and thus the most important components or themes affecting green shopping behavior. Was identified and a small part seeks to design a structural-interpretive model through the formation of a structural interaction matrix in which 20 environmental activists and experts were selected and finally collected information through a researcher-made questionnaire. Therefore, the present study, by understanding this issue through structural-interpretive model and MICMAC analysis, seeks to design a model based on the classification and segregation of factors affecting green buying behavior. The results show that the variables are located in four levels. The highest level means that the fourth level includes variables such as environmental concerns, religious obligations and product price,, these components have been identified as the final and ultimate pillars of factors affecting green shopping behavior that affect other factors and low levels. Responsibility for environment, sense of patriotism, collectivism and altruism, social norms and attention to the health of others are the most important social variables that are located in the next level, i.e. the third level.