Purchasing green to become greener: Factors influence consumers’ green purchasing behavior

This study proposes an integrated model that combines the Theory of Reasoned Action (TRA) and two categories of variables, personal and marketing, to investigate the attitudinal and behavioral decision factors to purchase green products. The model derived and tested via structural equation modeling on a sample of 374 consumers from the Guilan province in Iran. The results show that attitude is explained by consumers’ environmental concern, quality of green products, green advertising and green labeling. The results of the structural equation analysis indicate that attitude positively influences intention to purchase green products. Green purchasing intention also influences on green purchasing behavior. This paper also discusses the implications of the results for marketers and researchers.