Image Theory and Purchase Decision; Considering the Role of Environmental Concerns

The aim of this study is explaining customer purchase decision based on image Theory considering the role of environmental values and goals, social responsibility and perceived effectiveness. Customers of disposable containers in Tehran are population of this research. Simple random sampling was used by 200 sample. Structural equation modeling approach by Partial Least Squares and PLS were used to test hypotheses. Results showed that purchase decision making depends on three images (value image, trajectory image and strategic image) and companies producing green products searching new approaches to attract consumers are able to consider these images in their strategies. Besides, results show the effect of environmental values on value image and effect of environmental goals and perceived effectiveness on trajectory image.