Investigating The Effect of Consumer Innovativeness and Green Brand On Purchase Intention with The Mediating Role of Consumer Attitude (Case Study: Ardabil Chain Stores)

Increasing the level of consumer innovativeness and concern for the environment and green brands are important factors in consumer behavior in recent years and marketing managers try to improve consumers' attitude towards green brands and innovative products, in order to succeed in selling and marketing their products. The purpose of this study is to investigate the effect of consumer innovativeness and green brand on consumer purchase intention with the mediating role of consumer attitudes in the dairy industry. The present research is an applied research in terms of purpose, the method of data collection is descriptive-correlational and cross-sectional in terms of time. The statistical population of this research is the chain stores of Ardabil city and our statistical sample is the customers of the relevant stores. Using the Cochran's formula, the sample size was 384 people who were selected by simple random sampling and the data was collected using a questionnaire from the customers of the stores. Structural equation modeling was used and SPSS and Lisrel softwares were applied for analysis. The results of the study showed that Consumer innovativeness, green brand and consumer attitude towards products have a positive and significant effect on consumer purchase intentions. Consumer innovativeness and green brand have a positive and significant effect on consumer attitudes towards products. Consumer attitude toward products mediates the relationship between consumer innovativeness and their purchase intention. Finally, in the relationship between the green brand and the consumer purchase intention, consumer attitude towards products acts as a mediating factor.