Studying the effect of planned behavior theory and perceived value through the tendency to purchase on customers purchase behavior towards green products

Abstract

In this research, we studied the effect of planned behavior theory and perceived value through the willingness to purchase on customers' purchase behavior towards green products. This is applied research in terms of its goal and considered as descriptive- co relational-survey research. The statistical population of this research is all customers of big hypermarkets (hyper me and hyper star) in Tehran who have green products in their shopping baskets. Due to the unlimited population of the statistical population, the sample size was 384 by using unlimited Cochran formula. Information in this research is collected through library and field methods. In this study, the content validity method was used to assess the validity of the questionnaire. To assess the reliability, Cronbach’s alpha coefficient was estimated at 0 /95.4. To analyze the data, descriptive tests such as percentage, mean and standard deviation and inferential tests such as Pearson correlation, confirmatory factor analysis and structural equations with LISREL Software were used. Based on the results of the present study, each of the nine examined hypotheses including behavioral beliefs, normative beliefs, control beliefs, attitudes, mental norms, perceived value behavioral control, willingness to pay the surplus, and the willingness to purchase green products have been confirmed and significantly affected on customers purchase behavior.