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The Effect of Consumer Perception on Green Purchasing Behavior in Iran

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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, mahmoud_manafi@yahoo.com
2DBA Student, MMU, Faculty of Management, rhojabri@gmail.com
3MBA Student, MSU, Faculty of Management, moji_island@yahoo.com
4MBA Student, MMU, Faculty of Management, ehsan_boroosan@yahoo.com
5MBA Student MMU, Faculty of Management, sweetestmeir@yahoo.com
6MBA Student,(MMU), Faculty of Management,bahador.ganjeh.kho08@mmu.edu.my

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



References: Stern N. Stern (2006). Review on the Economics of Climate Change. HM Treasury and Cabinet Office: London. October (2007) from http://www.sternreview.org.uk Faiers A, Cook M, Neame C Jackson T. (2005). Motivating Sustainable Consumption: a Review of Evidence on Consumer Behavior and Behavioral Change. Policy Studies Institute: London. From http://sdrnadmin.rechord.com/wp Dobson A Bagozzi, R. P., &Foxall, G. R. (1996). Construct validation of a measure of adaptive innovative cognitive styles in consumption. International Journal of Research in Marketing, 13, 201 – 213. Bagozzi, R. P., Tybout, A. M., Craig, C. S., & Sternthal, B. (1979). The construct validity of the tripartite classification of attitude. Journal of Marketing Research, 16, 88 – 95. Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of Business Research, 17, 51 – 56. Bhalla, G., &Lin, L. (1987). Cross-cultural marketing research: A discussion of equivalence issues and measurement strategies. Psychology &Marketing, 4, 275 – 285. Memery, J., Megicks, P. & Williams, J. (2005). Ethical and social responsibility issues in grocery shopping: a preliminary typology. Qualitative Market Research: An International Journal, 8(4), 399-412. Uusitalo, Ouit and Oksanen, Retta (2004). Ethical consumerism - a view from Finland. International Journal of Consumer Studies, Vol-28(June), 3, 214. Thøgersen, J. (1999), “The ethical consumer. Moral norms and packaging choice”, Journal of Consumer Policy, Vol. 22 No. 4, pp. 439-60. Assael,H.(2004). Consumer behavior- A strategic approach. Houghton Mifflin Company, Berkeley Street, Boston Aaker, D Kiesler, Charles A., Berry E. Collins & Norman Miller (1969). Attitude change. New York: John Wiley and Sons

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