An Analysis of the Green Level of Consumer Behaviors in Rural Households and Its Effective Individual Factors (Case study: Khaf County)

The growing population on the one hand, and consequently the increase and change in the pattern of consumption, has caused a double burden on the environment. It seems that a great deal of environmental problems are rooted in human behavior that can be solved by knowing its consumption behavior and correcting it. The present study examines the responsiveness of rural households' behavioral responses to the environment and the individual factors affecting it. The research method is descriptive-analytical and the sample size is 235 households in 16 villages of Khaf frontier city. In this study, the ecological behavior of consumption was divided into three dimensions of environmental knowledge with 14 indicators, environmental value with 15 indicators and environmental perception with 17 indicators by field studies. The results showed that there is a positive and significant relationship between the number of years of studying rural households and adherence to green behavior in the field of consumption with a severity of 0.22. Although there is a positive and significant relationship between green behavior and its dimensions, the relationship between green behavior and environmental knowledge is very strong with intensity of 0.917 (Sig. = 0. 00). Also, "the perceived environmental benefits Consumer "with 3.5," consumer environmental knowledge "with 3.32 and" consumer environmental value "with 3.22 higher than the theoretical average (Sig. = 0. 00). In total, the adherence of rural households to" Green consumption "with 3.33, although more than average (Sig. = 0. 00), but far to the desired threshold.