Factors Affecting Green Consumption Based on the Planned Behavior Theory (Case Study: Citizens of Qazvin)

The purpose of this research was to study the behavior of green consumption based on the theory of planned behavior. This research was a descriptive-survey based on the purpose of the applied research and according to the method of data collection. The population of the research was managers, educators and parents of kindergartens in Qazvin, which according to the unlimited statistical population (384 people).The expression of the research was a questionnaire whose validity was of a kind of content and formality, which was confirmed by experts in this field and its reliability was confirmed using Cronbach's alpha coefficient. The obtained data were analyzed using structural equations. The results show that perceived usefulness has a positive and significant positive effect on consumer attitude and perceived risk has a negative and significant effect on consumer attitude. Also, ethical commitment to consumer's subjective norm, power control over consumer behavior control, belief in controlling consumer behavioral control, consumer attitude towards consumer intentions, subjective norm on consumer intentions, behavioral control over consumer intentions and behavioral intentions have a significant effect on actual consumer behavior.