Designing a green purchase intention model based on contextual and individually perceived factors with a focus on consumer perceived value dimensions

concerns about environmental issues have revealed the necessity of developing changes in the field of consumption and production. Introducing green products as a substitution to common products in the market, which harm to human health and environment and also enriching the culture of green consumption in the society and recognizing effective factors can be solutions for environmental problems. This research has been done with the goal of studying the roles of individually perceived and contextual factors effecting the green purchase intention of consumers with a focus of perceived value dimensions. This study in terms of goal is an applied research and in terms of method is descriptive survey. Statistical sample of this research is the consumers of green products od Bamika store branches from all over Tehran. Method of sampling is by random and data have been collected by questionnaire. Structural Equation Modelling (SEM) has been use for analyzing the data with applying SPSS and LISREL softwares. Research results illustrates that perceived environmental responsibility and social norms have the most impact and the external locus of control and environmental visibility respectively, have been in the next orders of effect. Among perceived value dimensions, socially perceived value haven’t a meaningful role.