The effect of environmental factors on green purchasing behavior and empowering the performance of companies in Rasht's industrial estates

Nowadays, one of the ways to empower the performance of companies is to create improvement programs through the development of green consumerism among consumers. The research method is descriptive and applied in terms of purpose. The statistical population of the research in two groups includes managers and experts of companies in Rasht industrial towns and consumers of green products in Rasht city. Sampling method is available in the society of company employees by simple random method and in the society of consumers by non-probability method, the method of data collection in this field research and its tool is questionnaire, in order to check the validity of the research tool by the content validity method and determine the reliability of the alpha coefficient. Cronbach's was used. Finally, the method of structural equation modeling with PLS software was used to analyze the data and test the research hypotheses. The results of the collected data analysis showed that the effect of green attitude, green knowledge and green concern on green purchasing behavior is significant. Also, the effect of green purchasing behavior on empowering companies' performance is significant. The findings showed that the environmental factors had an influencing role in the occurrence of green purchasing behavior of consumers and as a result of empowering the performance of companies, also the results of the test show that there are other influential variables that can be included in the model in future research.