Analyzing the Role of Green Consumption Values and Receptivity of Green Communications in Relationship between General Social Attitudes and Buying Behavior (Case Study: Mashhad Students)

 Along with the increasing importance of environmental issues among consumers, recognizing the factors affecting the intention to buy green products and using them to develop green marketing campaigns and communication strategies is very effective. Proceeding through time and the rise of green communications, the focus of manufacturers is on buying behavior and the various factors that cause these types of behaviors, however, when the consumer expresses his desire to protect the environment, again this trend has little effect on their buying behavior. Of course, in some cases, there is evidence that people who are more concerned about environmental issues need to buy more green products to meet their needs, so that consumers are only concerned when they report that these behaviors do not involve personal expenses or significant changes and sacrifices in their lifestyle, and they have more information about the value of the environment effects on their lives. In addition, there is a weak relationship between attitude and practice, which is in contrast to the findings of other studies, which indicates a strong link between these variables. Therefore, the present study aimed to investigate the effect of general social attitude on buying behavior with the mediating role of green consumption values and receptivity of green communication.

The statistical population of this study was all students of different levels in Mashhad. The sample size was obtained based on Morgan table and using a non-random method available to 384 people. The data collection tool in this study is the standard questionnaire of Dupacho et al. (2018). To evaluate the reliability of the questionnaire, Cronbach alpha coefficient was used. The values obtained for Cronbach alpha are 0.897 of buying behavior, 0.817 of public participation attitudes, 0.828 of green consumption values, and 0.883 of green communication acceptance confirmation of the reliability of the questionnaire. The validity of the questionnaire was also obtained by using confirmatory factor analysis, which showed that the validity of the questionnaire was acceptable. In addition, divergent validity was confirmed to analyze the data using structural equation method using smart pls and SPSS 22 software.

 Among the 384 people who participated in the study, 186 women (48.4%) and 198 men (51.6%) were members of the statistical sample. To facilitate the age of the respondents, we have categorized them into four age groups. 165 people, ie 43.0% of people are between 22 and 26 years old. 137 people, ie 35.7% of people are between 27 and 31 years old. 50 people, ie 13.0% of people are between 32 and 36 years old, and 32 people, ie 8.3% of people are more than 36 years old. General social attitudes affect the green consumption values of students in Mashhad. Green consumption values affect the buying behavior of students in Mashhad. Green consumption values affect the receptivity of green communication by students in Mashhad. Receptivity of green communications effects the shopping behavior of students in Mashhad. General social attitudes through green consumption values affect the buying behavior of students in Mashhad. General social attitudes through green consumption values affect the acceptance of green communication by students in Mashhad. Green consumption values through the acceptance of green communications affect the buying behavior of students in Mashhad.

 The aim of this study was to investigate the effect of general social attitudes on buying behavior with the mediating role of green consumption values and receptivity of green communication among students in Mashhad. In general, it can be concluded that general social attitudes directly and indirectly affect the buying behavior of students in Mashhad. In fact, general attitudes that stem from people's social participation and create values for the consumer that play an important role in the behavior and decisions they make when shopping. Consumer demand and purchase play important roles in production and development of green products and are effective in the development of agriculture in line with the environment. However, the effectiveness of communication in fostering environmental attitudes and values has a prominent role in consumer green buying behavior.