Determining the Antecedents of Green Purchasing Behavior of Turkish and Persian Consumers

Abstract

With the increase of environmental problems and its reflections on the consumers’ buying behavior and the future concern of consumers have led to the companies to apply environmentalist policies and strategies. This situation has prompted companies to implement environmental policies and strategies. Defining factors related to the attitudes of consumers towards environmental problems and buying green products are crucial for companies in order to be successful in marketing practices. In order to define antecedent of green purchasing behavior effecting green purchasing behavior of consumers multiple regression analyses were used. Based on the results, antecedents of the green purchasing behavior of Turkish and Persian consumers have positive effect on the green purchasing behavior. Environmental knowledge and environmental image concerns found as the most effective variables for Turkish and Persian consumers. Moreover, perceived consumers’ efficiency variable has an effect on green purchasing behavior of Persian consumers differing from Turkish consumers.