Reviewing the Effect of Religious Values, Personality Features and Social Factors on Green Purchase Intention of Muslim Consumers

The aim of current research is to review effect of personality features (type of friendship and pluralism), social factors (subjective norms and level of visibility of activities supporting environment) and religious values on green purchase intention of Muslim consumers. Data were gathered for the current through questionnaire among 271 students at Isfahan University in 2015. In order to analyze data and hypotheses test, structural equation modeling method was used through Partial Least Square (PLS) and Smart PLS version 20. The results indicated a significant effect of type of friendship, subjective norms and religious values on green purchase intention. But effect of pluralism and visibility of activities supporting environment on green purchase intention was not recognized. Statistical society was restricted to students of Isfahan University. Hence, we had to be cautious in generalizing results to other statistical societies with different cultural and demographic features. Research findings review effect of various factors on green purchase intention of consumers. Recognizing effective factors on green purchase intention of consumers especially effect of religious values can create some insight for director of organizations for designing and acting successful marketing strategies.The research deals with role of personality, social and religious value variables on green purchase intention of consumers and it is among the first researches in Iran where role of religious values on green purchase intention of consumers is reviewed.