Investigating the Effect of Green Marketing Mix on Consumers Green Purchase Decision (Study in Consumers of Shiraz Pegah Dairy Product Company)

The purpose of this study is investigating the consumer''s attitude toward green marketing mix of Pagah dairy products company and its effect on green purchase decision of dairy products consumers. Based on this، the sample consisted of 385 consumers of this company by stratified random method in nine areas of Shiraz were selected and studied. By studying the theoretical basis of green marketing mix and green purchase decision، the conceptual model and questionnaire were designed، and data''s were gathered. Finally، the structural equation modeling was used to examine hypotheses and determined that، each aspects of advertising، distribution and price of green marketing mix on consumer''s green purchase decision have positive and significant effect. While the green product have negative and non-significant effect on consumer''s green purchase decision.