The Effect of Green Marketing Strategies on Green Purchasing Behavior According to the Mediating Role of Environmental Attitudes

Abstract

In this research, the impact of green marketing strategies on green purchasing behavior was investigated with regard to the mediating role of environmental attitudes. This research is applied in terms of purpose and descriptive survey. The statistical population of this research was formed by customers of organic products in Tehran city, based on Cochran's formula, 385 people were selected as a sample. A standard questionnaire was used to collect information in this research, and its validity and reliability were confirmed. In this research, partial least squares method and smartPLS software were used for data analysis. The results of this research showed that green marketing strategies have a positive and significant effect on green buying behavior. Also, environmental attitudes mediate this relationship.