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

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 side its clear cut that human consumption of materials and goods in nature is destructive to the natural environment, and it’s not necessary to mention for the accurate products we can safely say that they could be claimed as "less environmentally harmful" rather than environment friendly or the friend of environment and nature, Faiers et al. (2007) Thus, all of these problems which became as a big can of worms, Dobson (2007) argues that green marketing should look at minimizing environmental harm and everything which cause the environment and nature destroyed and being in the cease of destroyed , and harmful. Furthermore, they should try not to eliminate these facts. Consumer’s perception about the firm’s green purchasing behaviour in Iran and corporate strategies toward environmental issues is expected to contribute to the formation of the overall perception about green products and green purchasing behaviour. It reflects corporate reputation by way of being socially responsible and responsive to environmental concerns and the extent to which this perception influences the consumer’s intention to purchase green products, Balderjahn, I. (1988). The issue of environmental protection, Benton, R (1994) is no longer a continuous issue and problem and right now it’s the recognizable deal and fact. As a matter of fact, the corporate strategy and consumer perception on green purchasing behaviour is accepted not only in Malaysia but also by the most competitive and successful corporations. Bhalla, G., &Lin, L. (1987) According to above, identifying the factors of green perception which have the great effect on companies’ strategic orientation and also evaluating their impacts in Iran is the main goal of this paper. And finally the scope of this study is regarding to figure out the consumer perception and intention on green purchasing behavior. Specifically the objectives are as follows: * Discovering how these factors can effect on green buying behaviour? *...
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