Predicting the ethical purchase intention of sustainable products in the circular business model through the behavior of customers/tourists using artificial neural network (ANN)

The main goal of the current research is to predict the ethical purchase intention of sustainable products in the circular business model through the behavior of customers/tourists using artificial neural network (ANN). The statistical population of the present study are customers/tourists who have used the products/services of Gargop restaurant. Sampling was done based on Morgan's table and 384 people were examined through a questionnaire. The results indicate that as much as the input variables include attitude (willingness to pay more money, attitude towards circular business models), perceived value (social value, functional value and value) and awareness (awareness of Ethical product/service and brand awareness) have a higher value, it is expected that the ethical purchase intention will be stronger. The present study by examining the behavioral factors of customers to the collection of literature related to circular business models and also Sustainable development helps.