Investigating the factors affecting the consumption of green products among the citizens of Khorramabad with the technique (SEM)

The current study was carried out in the form of a survey aimed at identifying factors affecting the consumption of green products among Khoramabad citizens. The statistical population was the people of Khoramabad, out of which a sample of 386 individuals were randomly selected using multistage random cluster sampling. First, the city was divided into 8 blocks with respect to economics and culture, then a street was selected from each block, and finally all the street residents were studied. The data collection tool used in the study was a questionnaire designed by the researcher. Confirmatory factor analysis (CFA) was used to assess the reliability of the questionnaire’s variables. We attempted to develop a reliable model using structural equation modeling to explore factors affecting the consumption of green products in Khoramabad city. The results of this survey indicated that “price fitness” and “product quality” directly (r =0.35), consumers social responsibility directly (r = 0.23) and indirectly (r = 0.06), consumers “health orientation” directly (r = 0.23), “consumers’ environmental knowledge” indirectly (r = 0.08), and “product image” indirectly (r = 0.05) are associated with the consumption of green products. The final model explains 37% of the variance of green consumption. It also became clear that the coefficient of “health orientation” and “consumption of green products” among individuals with a history of foreign traveling and use of the Internet was higher.