Investigating Consumer Behavior Concerning Green Products Purchase Decision

This paper aims to investigate the behavior of Iranian consumers with regards to green products. Therefore the data was collected by a questionnaire of 34 items. The respondents were 272 citizens of Tehran with minimum high school diploma education. Correlation analysis, t-student, and one-way ANOVA tests used for analyzing the collected data. The results show a positive correlation between green purchase behavior and general environmental behavior with environmental beliefs, between perceived qualities of green products with previous experiences of consumers regarding using green products, and finally between perceived qualities of green products and green purchase behavior. However, there is not any significant correlation between word-of-mouth (WOM) and perceived qualities of green products. The results show, regarding positive beliefs of Iranian consumers about environment and its positive correlation with green buying behavior, if consumers are assured of the good qualities of green products, they will purchase them. But there is no significant correlation with the word of mouth and the perceived quality.