Design and Measure the Antecedents and Consequences of Consumer Purchasing Behavior in the Selection of Environmentally Friendly Packaging with a Mixed Approach

Environmental status indicates that the world is in a plastic pollution crisis. Since the packaging industry is closely linked to environmental protection and sustainable development, green packaging is a new way for consumers to achieve a balance between economic growth and environmental development. And the consequences of consumers' purchasing behavior in choosing environmentally friendly packaging.

 The paradigm of conducting interpretive research, its approach is using mixed methods and sequential qualitative-quantitative research design. The statistical population of the qualitative section is university researchers and environmental activists, sampling was done in a targeted way through semi-structured interviews with 13 experts, data coding was done with Max Q.D.A software in three stages. In the quantitative part, non-probability sampling is available and data is collected from among 369 consumers by sampling from hypermarkets and large stores in Rasht city. Cronbach's alpha and composite reliability for all constructs are above 0.7, the convergent validity of the extracted average variance index is greater than 0.5. The model was tested using structural equation modeling with PLS software.

The results of coding the data in the qualitative part led to the identification of 259 primary codes, which formed the paradigm model of the research according to the foundational data theory. The categories of environmental belief, health concern, green attitude, and mental norm are among the causal categories that influence the creation of green purchasing behavior of consumers, which leads to consequences such as increasing the level of health, development and growth of the organization's performance, green lifestyle, purchasing preference, and increasing the repetition of purchasing products. They have green packaging. In the quantitative part, the hypothesis test showed that environmental belief at the rate of 0.308, health concern at the rate of 0.164, green attitude at the rate of 0.168 and mental norm at the rate of 0.614 have an effect on consumers' green purchasing behavior. The effect of consumers' green purchasing behavior on increasing the level of health by 0.550, development and growth of the organization's performance by 0.578, green lifestyle by 0.576, purchasing preference by 0.263 and increasing the frequency of purchasing products with green packaging to the rate of 0.348 was confirmed.

It is suggested that the government, organizations active in the field of environment and business managers provide solutions to strengthen the antecedents influencing the purchasing behavior of products with green packaging to create the basis for improving the consequences of it.