Study of the Effective Factors on Green Shopping(Case Study: Students at Payame Noor University in Tehran)

The main purpose of this research was to analyze the state of green purchasing among the Payame Noor University (PNU) students in Tehran city and to evaluate a progressed conceptual model of variables affecting attitude toward green products and green purchasing intention by these consumers. The method used in this research is descriptive-survey and for this purpose, the five-choice questionnaire Form from Likert is used. For a description of the data, the descriptive statistics, and for analyzing and the examination of the research hypothesis, the perceptional statistics including Structural Equation Modeling (SEM), Certified Factor Analysis (CFA), Stepped Regression Analysis and t-test with two independent samples were used. According to the results gained by the analysis, factors like; “Ecological attitudes”, “Ecological knowledge”, “interpersonal influences”, and “collectiveness” have a positive and significant effect on the factor of “attitude toward green products”. Also, the results of the test showed that the effect of “Health consciousness” on “attitudes toward green products” is not significant. The experience also proved that the factor of “attitudes toward green products” on green purchasing intention is positive and significant. Also the factors like “willingness to pay” and “product perceived necessity” appeared to be as a mediator and equilibrating variables.