The Effect of Environmental Knowledge on Green Behavior with Mediating Role of Behavioral Intention, Environmental Attitudes and Green Commitment

The purpose of this study is to investigate the effect of environmental awareness and knowledge on green behavior with the mediating role of behavioral intention, environmental attitude and green commitment. The method of the present study was descriptive and correlational. The statistical population of this study was 104 employees of Polare Malayer Dairy Company. The sample size was determined based on Cochran's formula of 82 people using the available sampling method. A standard questionnaire was used to collect research data. The proposed model was analyzed using structural equation modeling with partial least squares approach and Smartpls2 software. The results of modeling the structural equations of the research hypotheses showed that environmental knowledge and awareness have a direct and significant effect on green behavior (β = 0.23), environmental attitude (β = 0.49) and green commitment (β = 0.61). Also, environmental knowledge and awareness has a significant indirect effect on green behavior through behavioral intention (β = 0.29). But its effect on green behavior was not significant with the mediating role of environmental attitudes and green commitment. In this regard, the direct effect of behavioral intention on green behavior was significant and confirmed, but the direct effect of environmental attitude and green commitment on green behavior has been rejected.