The effect of consumer's attitude toward environment on environmentally friendly behavior and green apparel purchasing

The growing social concern for the environment has recently appeared as a key issue in marketing. Emerging markets for environmental products in Iran mean promising opportunities for international green marketing. Currently، there is no actual definition for green clothing in Iran. Therefore، the objective of this research is to evaluate consumer knowledge، beliefs and attitudes toward purchasing intention behavior for green apparel. In this study، the Theory of Planned Behavior (TPB) was used to develop a model to assess tendency toward purchasing green apparel. To increase the scope of the model، several variables were added as factors that influence the intention to purchase. This research is performed on a convenience sample of consumers who represent a major future market for environmentally friendly products. Data was collected from respondents (N=774) using a self-administrated survey. Results indicate significant relationships for proposed hypotheses. Furthermore، results suggest that consumer knowledge of environmental problems and attitudes toward purchasing environmentally friendly apparel are influential on the intention to purchase green apparel.