Investigating the Effect of Psychographic and Demographic Variables on the Purchase of Sports Products (Case Study of Green Purchase of Sports Goods)

This study investigated the effective of factors (demographic-social variables and mental grapy varia-bles) on the behavior of purchase green. Methods: The objective of the research applied and in terms of the research methodology is descriptive and cor-relational. The statistical population included all the phys-ical education students of Kermanshah province who will refer to the sports shop. The number of sample size were 196 people have been selected randomly to sampling method. Results: Data of this research through the standard ques-tionnaire was achieved by distributing among the stu-dents. Content validity, construct validity used in this study and they were acceptable for this research, and reli-ability of questionnaire with Cronbach alpha 0/86percent was approved. Conclusion: To analyze the data, SPSS and Amos soft-ware was used. After analysis test showed that social var-iables - population on consumer behavior environmental awareness there is not significant positive effects. Also Mentalgerapy variables of environmental awareness on consumer behavior, consumer behavior on purchase in-tention green, green shopping behavior and ultimately affect purchase intention green on green behavior.