The effect of consumer innovativeness on green consumption behavior

The goal of green marketing as a subset of marketing science is to identify and satisfy human needs and wants through the methods that cause the least harm to the environment, which partly relieves public environmental concerns. The purpose of this study was to investigate the effect of consumer innovativeness on the green consumption behavior of air conditioner buyers in Mashhad. The type of research is applied in terms of purpose and descriptive-survey in terms of method. It is based on correlations. The statistical population of the study consists of the buyers of green air conditioning devices in Mashhad. Because of the unlimited statistical society available, a two-stage cluster sampling method was used to select a sample size of 384. The data were collected using a standard questionnaire and analyzed using the LISREL software and the structural equation modeling test. The research findings show that consumer innovativeness has a positive and significant effect on the attitude of green consumption, subjective norms and perceived behavioral control. Also, according to the results, it can be argued that consumer novelty is a predictor of the green consumption behavior in the use of air conditioner devices.