Investigating the effect of consumer's environmental responsibility on their green purchase decision

Massive amounts of environmental pollution are the result of human production and daily consumption. Normally، buy carefully and use only products that do not harm the environment can have a significant impact on reducing this pollution. Due to the importance of this issue، the purpose of this study is investigating the effect of consumer''s environmental responsibility on their decision to buy environmentally friendly products. For the present study، the sample consisted of 385 Consumers of dairy products in the city of Shiraz by random method were selected and studied. In order to analyze the data، structural equation modeling techniques were used. Results shows that environmental responsibility has significant and positive effect on consumer''s green purchase decision. In addition، reusability، recyclability and packaging of such products is considered the most important factor in purchasing environmentally friendly products. Also Results show that married people than single people take more responsibility towards the environment. Due to the significant impact of environmental responsibility on the consumer''s decision to purchase environmentally friendly products and also important Impact of packaging of environmentally friendly products in their decision to buy these products، It is recommended to Companies، that engaged in the production of environment-friendly products، by designing reusable and recyclable packaging satisfy the environmental needs of consumers and also protect the environment.