Identification and ranking of factors influencing the Green products purchasing intention

Green Marketing is one of the new marketing concepts that is a bridge between the interests of the community and the company’s interests and it also focuses on the profitability of environmental protection. To institutionalize the attitudes associated with this kind of marketing, it is necessary to create attitudes toward consumption of green goods in society. In this paper, we have investigated the factors influencing the purchase of green goods, and identified six factors that include green marketing mix, satisfaction with green products, environmental knowledge, word of mouth for purchasing green products, green branding and social pressures for green products consumption, for investigating the effect of these factors on consumer behavior 384 citizens of Tehran was investigated and the results indicated that all factors are effective in the tendency of customers to use green goods, but environmental knowledge plays a more important role in this field. Finally, the ranking and proposed strategies for each of these factors were presented in the research conclusion section.