Study of Influencing Factor on Sustainable Behavior

Changing lifestyle and consumption pattern being the aftermath of population and urbanization growth, is putting a strain on environment and sustainable development. When concerns increase, consumption behavior and production program might be the way of protecting environment and resources for next generation. The consumption value perceptions are identified in the study as the drivers of sustained green product consumption and intention to pay the green price premium using the theory of consumption values. Environmental attitude, contextual factors and consumer innovativeness are included as the first-order constructs. Research method is descriptive survey. Data was collected randomly through390 people of Tehran people based method using structured questionnaires. Structural equation modeling (SEM) was applied for testing the hypothesized model. .