The Effect of Consumer Perception on Green Purchasing Behavior in Iran

The Effect of Consumer Perception on Green Purchasing Behavior in Iran

Mahmoud Manafi1, Roozbeh Hojabri2, Mojtaba Saeidinia3,Ehsan Borousan4, ,Pegah Khatibi5,Bahdor Ganjeh Khosravi6

1DBA Student, MMU, Faculty of Management, [e-mail]
2DBA Student, MMU, Faculty of Management, [e-mail]
3MBA Student, MSU, Faculty of Management, [e-mail]
4MBA Student, MMU, Faculty of Management, [e-mail]
5MBA Student MMU, Faculty of Management, [e-mail]
6MBA Student,(MMU), Faculty of Management,[e-mail]

Abstract:
With the increasing awareness of consumers about environmental issues, the effect of consumer perception on green purchase behaviour has a major role on companies’ strategic orientation .Since 1980s, green purchasing has increasingly been recognized as an effective means of addressing and reducing negative environmental impacts related to product production and consumption around the world. Therefore this study will identify the factors of green perception which have the great effect on companies’ strategic orientation and also evaluating their impacts in Iran which is the main goal of this paper.
Keywords: Consumer perception, green environment

1. Introduction

This paper is about the effect of consumer perception on green purchase behaviour in Iran. The green purchasing is the meaning of green marketing or environmental marketing. One of the most striking features of this marketing and these activities designed to generate and facilitate any exchanges intended to satisfy and meet the human needs and wants.
According to the Jackson (2005), GM( green marketing ) not only refers to promotion or advertising of products with environmental characteristics and terms like phosphate free Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly, but also can be applied to consumer goods, industrial goods and even services (Stern, 2006).
But on the flip

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