From Materialism to Environmentalism (Local Cultural Identity Moderating Role on Environmental Behavior among Iranian Students)

In this paper, the effect of local cultural identity as moderating the relationship between materialism and tend to green products was evaluated according to the theory of cultural identity. Tend to eco-friendly products, was assessed in addition to the commitment to environmentally friendly behavior, the assessment of attention to the compatibility of products with environmental standards and the willingness to pay more for these products.
This study is based on a sample of university students in 7 different geographic areas based on the regions separation according to, indicators of human development-education. The structural model is examined by the partial least squares approach by using Smart PLS 2.0 software.
A significant positive relationship between materialism and tend to green goods and environmental behavior has been observed but its influence is considerable.
Investigation the moderating role of local cultural identity pushes companies and manufacturers to focus their special attention on the cultural identity of local people before production and distribution environmentally friendly products.