Analysis of the Sustainable Behavior of Fruit and Vegetable Consumption in Tehran

Sustainable consumer behavior can prevent the ever-increasing destruction of the environment, pollution, climate change, and the wastage of non-renewable resources. Fruits and vegetables are among the goods that are purchased continuously and in high volume by consumers, while they can spoil quickly and be wasted in high volume. Based on this, the analysis of sustainable consumer behavior in this market can provide a deeper understanding of this behavior to marketers, business owners, and consumers. In this regard, and to identify the dimensions of sustainable consumer behavior, the dimensions of sustainable behavior and factors affecting it have been identified through qualitative content analysis. Following this, using a field survey of 384 consumers in Tehran, the factors affecting the dimensions of sustainable behavior were identified, and finally, using Shannon's entropy, these factors were ranked. The data collection tool in the field survey was a researcher-made questionnaire, the reliability of which was determined through Cronbach's alpha and its validity with convergent and divergent validity indices. The findings show that sustainable consumer behavior can be defined in the four concepts of recycling, responsible shopping, social responsibilities, and responsible consumption, and the factors affecting it include individual values, individual characteristics, individual experiences, environmental knowledge, media, shopping habits, consumption habits, Institutional pressure, environmental attitude, and product characteristics, among which environmental knowledge, consumption habits, product characteristics, purchasing habits, individual characteristics, individual values, and environmental attitude are the most important respectively.