Role of Pro- Environmental Post- Purchase Behaviour in Green Consumer Behavior

Concerns about environmental degradation have increased over the past few decades. In response to these concerns, consumers help preserve the environment by developing green shopping behavior and using green products. Therefore, the purpose of this research was to investigate the impact of environmental supporters' post-purchase behaviors on green consumer behavior. This research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population of this research was all the consumers of green products in Mashhad from which 340 samples were considered, using available sampling method. The data collection tool was the questionnaire of Nitala and Motoru (2021) and Kamalanon et al. (2022). Convergent, divergent, and factor analysis were used to measure face validity from experts' point of view and to check construct validity. Cronbach's alpha and composite reliability were used to measure reliability. The total Cronbach's alpha was estimated at 0.916, which is acceptable. Data analysis was carried out by structural equation modeling through SmartPLS3 software. The results showed that usage behaviors, evaluation behaviors, and disposal behaviors impact on the consumer's green behavior. Among the dimensions of usage behavior, environmental awareness and ease of use affected the green behavior, but the perceived risk did not have a significant effect. The dimensions of evaluation behaviors, including environmental evaluations and satisfaction, had a significant impact on consumer green behavior. Among disposal behaviors, environmental compatibility and product disposal challenges affected the green behavior, but environmental conscience did not show a significant effect.