Purchase intention for green products by determining the role of a business position of the green brand, green attitude, and green knowledge
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 7
Abstract
The purpose of this study was to determine the purchase intention for green products by determining the role of green brand business position, green attitude, and knowledge (case study: Students of Islamic Azad University, Marvdasht branch). The population of this study includes all students of Marvdasht branch. The sample size was estimated 385 people according to the Cochran formula, which was purposefully selected. The tools for data collection in this research were the standard questionnaire of green brand positioning (Aaker, 2007; Patrick et al., 2005), green attitude (Patrick et al., 2005), green knowledge (Clare, 1993), and purchase intention for a green product (Chan, 2001). The structural equation modeling test (SEM) was used to analyze the data and test the hypotheses of the research. To assess the reliability of the model, the Cronbach's alpha coefficient and to evaluate the fit of the model, and confirmatory factor analysis (CFA) has been used for the validity of the questionnaire. The results showed that green knowledge has a significant positive and direct effect on the green brand business position and green attitude. Green attitude also has a significant positive and direct effect on the purchase intention for green products. Also, the relation of green brand business with the purchase intention for green products was a positive and significant effect. Green knowledge has a positive and significant effect on the purchase intention for a green product.
Authors and Affiliations
Rahim Zare Nejad
Keywords
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