From attitude components to willingness to purchase; Examining the role of marketing mix, social responsibility and perceived quality; An Approach to Green Marketing (Case Study: Customers of Organic Products)

Today, the use of organic products has become popular among the people of the society. Therefore, the main purpose of this study was to investigate the effect of attitude components on the consumer's desire to buy organic products; Analysis of the role of marketing mix, social responsibility and quality is understood. This research is applied in terms of purpose and descriptive-survey in nature. The statistical population of the study is consumers of organic products in Mashhad. Due to the uncertainty of the statistical population using the Cochran's formula, 388 people were identified and the questionnaires were distributed among them by non-random sampling method. Data collection tool was a standard questionnaire that for its validity was used face validity and expert approval and structural validity and for reliability of the questionnaires Cronbach's alpha was used and confirmed. To analyze the data in the descriptive statistics section, SPSS software and inferential statistics using structural equation modeling using PLS software were used. The results of this study showed that the cognitive, emotional and behavioral components of customers (0.118,0.026,0.024, respectively) have a positive and significant effect on the marketing mix of companies. The positive and significant effect of perceived quality on the marketing mix(0.247) and consumer willingness(0.465) has also been confirmed. Also, the mediating effect of marketing mix on the effect of attitudinal components on consumer desire(0.280,0.376) except the emotional component was confirmed and the moderating effect of social responsibility among the attitudinal components(0.116, 0.106) except the cognitive component(0.008) was confirmed.