Evaluating the Effects of Altruistic Value, Environmental Awareness, and Social Media on Green Purchasing Behavior with the Mediating Role of Normative Goal and Environmental Concern

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Mohammad Salehi Fereshteh; Rousta AliReza; AHMADI Majid

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Journal Paper

Paper Information

Journal: JOURNAL OF ENVIRONMENTAL SCIENCE AND TECHNOLOGY Year:2023 | Volume:25 | Issue:3 Page(s): 103-122

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Title

Evaluating the Effects of Altruistic Value, Environmental Awareness, and Social Media on Green Purchasing Behavior with the Mediating Role of Normative Goal and Environmental Concern

Author(s)

Mohammad Salehi Fereshteh | Rousta AliReza | AHMADI Majid | Issue Writer Certificate

Keywords

Environmental AwarenessQ4

Altruistic ValueQ4

Environmental ConcernQ4

Green Purchasing BehaviorQ4

Abstract

Background & Objective: Concerns about environmental degradation have increased in the past few decades. In response to these concerns, consumers help preserve the environment by adopting Green Purchasing Behavior and using green products. Environmental issues and environmental protection are one of the most important criteria that consumers should consider when purchasing. The aim of the research is to evaluate the effects of Altruistic Value, Environmental Awareness and social media on Green Purchasing Behavior with the mediating role of normative goal and Environmental Concern. Material and Methodology: This study is considered as an applied research in terms of purpose and survey-descriptive research in terms data collection method. The statistical population of the research is the customers of organic food products in Tehran in 2022. Also, 415 questionnaires were distributed using available sampling method and 387 questionnaires were collected. The reliability of the questionnaire was evaluated by evaluating Cronbach's alpha coefficient, which was 0. 919. Validity of the research tool has been confirmed by performing confirmatory factor analysis technique. Structural equation modeling has also been used to analyze the information. Findings: According to the results of research hypotheses, the perceived effectiveness of the customer, social media, Environmental Awareness, and Altruistic Value have a significant effect on the normative goal and Environmental Concern. Also, the role of normative goal and Environmental Concern on Green Purchasing Behavior has been shown. Discussion and conclusion: From the point of view of customers, the most influential factor on the environmental attitude is the Altruistic Value variable with the statistic of 13/363 and the least effective factor on the normative goal is the Environmental Awareness variable with a statistic of 3. 521.

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