Green Marketing:Assessment of Relationship Between Attitude and Purchasing Behavior of Iranian Consumers

Abstract

Consumers green purchasing decisions are strongly influenced by attitudes, behaviour and  concern for ecological issues, which subsequently affects consumer lifestyles. The purpose of present study is to examine the suitability of the variables characteristic of consumers’ purchasing decisions specific to environmental awareness. The criteria of consumers’ knowledge and attitude and energy efficient products were explicitly studied. Data was collected from 400 respondents from the southern region of Iran by administering a survey questionnaire. The statistical analysis done through the Chi-square testing. The results showed that the overall environmental awareness had a significant impact on consumers’ buying decisions endorsing the utility and applicability of green concerns to marketers and retailers to incorporate the same in marketing mix. Rather than making  big claims, marketers must put into practice the competitive advantages of green marketing products  and ensuring the preservation of the environment.