Environmental Values and Lifestyles as Determining Factors of Ecological Consumer Behavior

The aim of this study is to identify what values and lifestyles best explain environmentally friendly behaviors.
Design and This study examined the relationship between variables of values and lifestyle with environmental, attitude and knowledge variables, to explain the ecological structure between the citizens of Qom and Karaj. 540 questionnaires were distributed in Qom and Karaj that it received 393 perfect questionnaires and primary data were collected through them. The questionnaire used in this study, was standard. Research Methodology in terms of target was practical and on methods of data collection is Descriptive and survey. The analysis was performed on data was structural from.
Research findings: Findings of the study highlight that environmental patterns, fashions and Excitement are those that best characterize the ecological market segment. In this study, demographic variables such as age, sex, education and family income were also reflect the influence of family income and education level of the ecological behavior.
Originality/value of research: VAL's model used in this study is used probably for the first time in Iran. In addition, biological and demographic variables related to lifestyle also added to this version.This research helps the marketers and researchers to understand more about the statistical society to identify ecological goods market and identify the properties of consumers are interested in these products.