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Analysis of Consumer Green Behavior and Purchase Patterns in Developed and Developing Countries

Mirzaei, Amin | 2024

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 57343 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Khalili Nasr, Arash
  7. Abstract:
  8. The aim of this research is to examine environmentally conscious consumer behavior based on the Theory of Planned Behavior, which includes the antecedents of attitude, behavioral control, norm, moral commitment, and psychological factors in the selection of green products. Additionally, it investigates the extent to which this environmentally conscious behavior influences consumers' green purchase intentions. To further analyze green purchase intentions, the study employs the moderating variable of perceived environmental well-being and the mediating variable of need for cognition based on signaling theory. The integration of the Theory of Planned Behavior and signaling theory is utilized to explore the interrelationships among these factors. This research compares consumers from cities in Iran and Rome, representing a developing country (Iran) and a developed country (Italy). A total of 708 usable questionnaires were collected from consumers in both groups through random sampling in shopping centers in both cities. SPSS was used for data refinement, and PLS-SEM, multi-group analysis, and other advanced analysis methods were employed to test the model and hypotheses. The findings indicate that environmentally conscious behavior has a direct and significant impact on green purchase intentions in both groups. The moderating variable of perceived environmental well-being in Italy reveals that an increase in environmental well-being decreases green purchase intentions, while a decrease in environmental well-being increases green purchase intentions. In Italy, the need for cognition serves as a mediator between green behavior and green purchase intentions; as consumers' understanding and reflection increase, the propensity to purchase green products also increases, a relationship not confirmed in Iran. The antecedents influencing environmentally conscious behavior, including environmental knowledge, perceived behavioral control, perceived effectiveness, personal norm, social norm, moral commitment, and narcissism, are examined and presented in the results section. To the best of our knowledge, this study is the first empirical research to extensively provide a theoretical framework for green purchase choices and sustainable consumption intentions by examining consumer environmental and behavioral factors
  9. Keywords:
  10. Green Purchase Behavior ; Signaling ; Planned Behavior ; Perceived Environmental Well-Being ; Need For Cognition ; Ecologically Conscious Consumer Behavior

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