Seyed Yahya Seyed Danseh 1, Shahram Hashemnia 2, Marayam Rouhi Sefidmazgi 3

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1 International Research Journal of Applied and Basic Sciences 2012 Available online at ISSN X / Vol, 3 (11): Science Explorer Publications a Evaluating effective factors on customers' attitude to by green (Case study: consumers of with A and B energy labels in Rasht) Seyed Yahya Seyed Danseh 1, Shahram Hashemnia 2, Marayam Rouhi Sefidmazgi 3 1. Assistant professor in Department of Industrial Management, Payam-e-Nour University, PO BOX Tehran,Iran 2. Assistant professor in Department of Management, Payam-e-Nour University, PO BOX Tehran,Iran 3. MA graduate of Business Administration (Marketing) Corresponding author seyed_danesh@yahoo.com ABSTRACT: Environmental issues such as global warming and climate change are highly related to consumption increase which is enabled by international trade. Consumption increase leads to more environmental effects resulted from production procedures, transportation and waste handling. Therefore, having a more prosper and dynamic economy increases the use of fossil energy and fuels to the extent that the environment is no longer responsible and this has resulted in newer and stricter environmental legislations. Companies present more environment-friendly and consider modern procedures which reduce energy and hazardous material consumption. The present paper is a summary of a MA thesis for Business Administration and uses descriptive analytical method. In order to obtain data required for hypotheses testing the researcher has used questionnaire as the main data collection tool. Research population consists of household consumers of electric having A and B energy labels of which 311 individuals are selected as sample by random sampling. Based on the main objective and model, this paper aims to evaluate the relationship between four variables (approach toward green, subjective norms, perceived behavioral control and past experiences with green ) and tendency to se (and the contribution of those variables in this attitude). Findings indicate that all variables have a positive relationship with attitude to purchase green. Besides, the contribution of each variable is predicted. Keywords: approach toward green, subjective norms, perceived behavioral control, attitude to purchase green INTRODUCTION Nowadays environment has become a very important issue in all communities and human well understands environment and natural resources are limited. During past decades, environmental awareness of consumers has increased and they demand so called "green" or "environment-friendly" (Sheu, 2010). Green marketing is considered as one of the main procedures in modern business. When consumer's consumption increases, global economy rapidly grows as past decades. While organizations try to maintain their businesses in the competitive world, building long-term and profitable relationships with customers and satisfy them is their main and primary objective (Coleman et al, 2011). Deep understanding of consumer's behavior as to environment-friendly facilitates planning effective marketing strategies for them and this is an issue requiring more research and investigation to specify what leads consumers to worry about (and be willing to consume) green and what leads them to act based on these considerations. Awareness of natural resources destruction makes environmental protection a very important issue and makes societies present a pattern of consumption called "green consumption" (Rex, 2007, p567). Among external stresses leading a product to be green are satisfying consumers' demands, reaction toward rivals actions, governments' increasing interventions and rising environmental pollution. There are also numerous internal factors making companies implement green activities the first of which is costs (this means that being green results in more

2 efficiency of resources and financial providence). The second internal factor is companies' philosophy. Being green can be thought of as tied with main strategies when environmental goals become as important as other goals and companies talk about environmental issue in their philosophy (Gadenne, 2011, p483). The third internal factor is developing a competitive position in the market. Companies which regard environmental issues in their marketing and production processes develop a competitive position against their rivals (Polonsky, 2001, p22). Based on what was said above, it is obvious that the concept of green marketing has changes to an issue with high priority (from being a secondary idea) in all institutes so that almost all industries adopt marketing innovations as a success in fundamental innovations (Coleman, et al, 2011). The present paper seeks to investigate factors affecting consumers' attitude to purchase green. In fact, showing relationships between approach, subjective norms, perceived behavioral control and consumers' past experiences, on one hand, and their attitude to buy green, on the other hand, the research provides producers and retailers with valuable sights and suggests effective marketing strategies they can adopt to satisfy consumers' needs (Mohammadian, 2011, p160). Review of Literature There is a question in social marketing perspective: does, in an era in which environment is increasingly destructed, resources become scarcer and population is rapidly growing, current marketing philosophy suffice? Does a company satisfying consumers' needs consider their long-term benefits? Social marketing perspective requires marketers to equalize company's profit, customer's needs and benefits of the society (Yavari, 2007, p10). While social and political pressures are increasing, many companies willingly adopt green marketing strategies. These environmental issues can be a source of competitive advantage (Mahta, 2011, p98). Deep understanding of consumer's behavior as to environment-friendly facilitates planning effective marketing strategies for them and this is an issue requiring more research and investigation to specify what leads consumers to worry about (and be willing to consume) green and what leads them to act based on these considerations. Significant studies are done to find out why individuals behave in certain manners and what can be done to change their behaviors. A typical research in this filed is that of Ajzen and fishbein (1975) present the "theory of reasoned action". This is a general theory of human behavior which investigates relationships between beliefs, approaches, attitudes and behavior. Factors contributing in attitudes include approach and subjective norms (Coleman et al, 2011). Studies benefiting from the theory of reasoned action can help in identifying behavior's consequences and predict what an individual is going to do. Thus, interventions can take place, if necessary, which finally change behavior. Approach toward the behavior is an individual's positive or negative emotions relating to a certain behavior. According to theory of reasoned action approach toward behaviors is a function of personal beliefs (cognitive component) which results in certain outputs through a specific behavior, along with individual's evaluation of (emotional component) these outputs. In other words, if the individual believes that expressing a certain behavior leads to most positive results then he will have a desired approach toward that certain behavior (Lee, 2009, p573). On the other hand, if he believes the behavior leads to most negative consequences then he will have an undesired approach toward that certain behavior. Subjective norms are a function of individuals' beliefs related to others' (individuals or effective groups) thoughts based on which the person should or should not do a certain behavior, along with personal motivation to agree these reference individuals (same reference). Attitude means the probability of expressing a certain behavior by an individual. It is the predictor of behavior and, hence, in order to change a particular behavior one must change individual's attitude to express that behavior (Promotosh, 2011, p399). Respecting the theory of reasoned action, both approach toward behavior (A b ) and subjective norms (SN) influence attitude to express the behavior. Ajzen (1991) proposes the theory of planned behavior (in which he extends the theory of reasoned action by adding perceived behavioral control to attend involuntary actions and behaviors) to consider this issue. Sheu (2006) explored to find out which theory better predicts university students' behavioral attitudes. Results showed that the theory of planned behavior better acts in predicting desired behavioral attitudes than the theory of reasoned action. Moreover, his findings indicated that approach has more significant effect on predicting both of them than subjective norms and perceived behavioral control. In 2011, Hee Yeon Kim and Jae-Eun Chung did a research in which they used the theory of planned behavior to explain prerequisites of attitude to purchase hair and skin-care. Particularly, this research considered consumer values as a prerequisite for approach, consumers' past experiences as predictors of attitude toward and perceived behavioral control as a mediator for the relationship between approach and purchase attitude. Results of this research confirmed the relationship between consumers' value and approach. Environmental and superficial awareness and preferably sanitary awareness are important factors affecting consumers' attitude toward organic for personal care. In addition, results indicated that all TPB 2317

3 predictors were significantly correlated with attitude to purchase organic for personal care. Findings also specified that individual's pas experiences relating other organic had significant effects on attitude to se. This provides evidence that an organic lifestyle is reflected in individual's consumption pattern. Besides, this research developed an application of TPB by investigating the mediatory effect of perceived behavioral control on the relationship between approach toward organic personal care and attitude to buy them. Since the topic of the present paper is evaluation of effective factors on consumers' attitude to green purchase behavior, the research conceptual model is designed as follows by using previous literature, determining the theory of planned behavior as the basis of the research and benefiting from explained conceptual models. The present model investigates relationships between approach, subjective norms, perceived behavioral control and consumers' past experiences, on one hand, and their attitude to purchase green (in this paper, having A and B energy labels), on the other hand. variables of this paper include: approach toward green, subjective norms, perceived behavioral control and past experiences. The research investigates the relationships between independent variables and attitude toward green (as the dependent variable) and their contribution in it. ward buying green product H2 H1 Intention to buy green Sobjective norms H3 Perceived bihavieral control H4 Past experiences with green Fig 1. Research analytical model (research proposed model) Research Hypotheses Following hypotheses are conducted for this research (based on research topic). - There is a relationship between consumers' approach toward green and their attitude to. - There is a relationship between consumers' subjective norms toward green and their attitude to. - There is a relationship between consumers' perceived behavioral control and their attitude to purchase the. - There is a relationship between consumers' past experiences with other green and their attitude to purchase new green. RESEARCH METHODOLOGY Regarding the goal the present paper is of applied type. Data are gathered through descriptive method and the paper is considered a field study. The research is an applied one since its results can be used for different groups of managers and planners. Besides, it is a descriptive research as it is done without any modifications in variables. As mentioned earlier, research population is composed of all household consumers 2318

4 of with A and B energy labels of which the researcher 311 individuals (using proper methods) as sample. Hypotheses testing Evaluation of hypotheses testing First hypothesis There is a relationship between consumers' approach toward green and their attitude to. - There is no relationship between consumers' approach toward green and their attitude to. (H 0 ) - There is a relationship between consumers' approach toward green and their attitude to. (H 1 ) Table 1. Correlation of consumers' approach toward green and their attitude to Consumers' approach toward green Based on above table correlation between this hypothesis's variables is 67.6% and its significance level is P < This indicates a positive correlation between consumers' approach toward green and their attitude to and shows the significance of relationship between these two variables (in confidence level of 99%). In other words, with 99% confidence, H 0 is rejected and H 1 is accepted. Thus, the first research hypothesis, there is a relationship between consumers' approach toward green and their attitude to, is confirmed. Moreover, it can be said, based on value of, that 45.7% of changes in attitude toward green in consumers of considered are explained by variable of consumers' approach toward green. Second hypothesis There is a relationship between consumers' subjective norms toward green and their attitude to. - There is no relationship between consumers' subjective norms toward green and their attitude to. (H 0 ) - There is a relationship between consumers' subjective norms toward green and their attitude to. (H 1 ) Table 2. Correlation of consumers' subjective norms green and their attitude to purchase the Consumers' subjective norms toward green Based on above table correlation between this hypothesis's variables is 69.3% and its significance level is P < This indicates a positive correlation between consumers' subjective norms toward green and their attitude to and shows the significance of relationship between these two variables (in confidence level of 99%). In other words, with 99% confidence, H 0 is rejected and H 1 is accepted. Thus, the second research hypothesis, there is a relationship between consumers' subjective norms toward green and their attitude to, is confirmed. Moreover, it can be said, based on value of, that 48% of changes in attitude toward green in consumers of considered are explained by variable of consumers' subjective norms toward green. Third hypothesis 2319

5 There is a relationship between consumers' perceived behavioral control toward green and their attitude to. - There is no relationship between consumers' perceived behavioral control toward green and their attitude to. (H 0 ) - There is a relationship between consumers' perceived behavioral control toward green and their attitude to. (H 1 ) Table 3. Correlation of consumers' perceived behavioral control green and their attitude to Consumers' perceived behavioral control toward green Based on above table correlation between this hypothesis's variables is 65.6% and its significance level is P < This indicates a positive correlation between consumers' perceived behavioral control toward green and their attitude to and shows the significance of relationship between these two variables (in confidence level of 99%). In other words, with 99% confidence, H 0 is rejected and H 1 is accepted. Thus, the third research hypothesis, there is a relationship between consumers' perceived behavioral control toward green and their attitude to, is confirmed. Moreover, it can be said, based on value of, that 43% of changes in attitude toward green in consumers of considered are explained by variable of consumers' perceived behavioral control toward green. Fourth hypothesis There is a relationship between consumers' past experiences of green and their attitude to. - There is no relationship between consumers' past experiences of green and their attitude to. (H 0 ) - There is a relationship between consumers' past experiences of green and their attitude to. (H 1 ) Table 3. Correlation of consumers' past experiences of green and their attitude to Consumers' past experiences of green Based on above table correlation between this hypothesis's variables is 54.2% and its significance level is P < This indicates a positive correlation between consumers' past experiences of green and their attitude to and shows the significance of relationship between these two variables (in confidence level of 99%). In other words, with 99% confidence, H 0 is rejected and H 1 is accepted. Thus, the fourth research hypothesis, there is a relationship between consumers' past experiences of green and their attitude to, is confirmed. Moreover, it can be said, based on value of, that 54% of changes in attitude toward green in consumers of considered are explained by variable of past experiences of green. Main hypothesis There is a relationship between effective factors on consumers' attitudes and their attitude to purchase the. - There is no relationship between effective factors on consumers' attitudes and their attitude to. (H 0 ) 2320

6 - There is a relationship between effective factors on consumers' attitudes and their attitude to purchase the. (H 1 ) Table 5. Correlation of effective factors on consumers' attitudes and their attitude to Effective factors on consumers' attitudes Based on above table correlation between this hypothesis's variables is 82.9% and its significance level is P < This indicates a positive correlation between effective factors on consumers' attitudes and their attitude to and shows the significance of relationship between these two variables (in confidence level of 99%). In other words, with 99% confidence, H 0 is rejected and H 1 is accepted. Thus, the main research hypothesis, there is a relationship between effective factors on consumers' attitudes and their attitude to, is confirmed. Moreover, it can be said, based on value of, that 81% of changes in attitude toward green in consumers of considered are explained by variable of effective factors on consumers' attitudes. CONCLUSION In this paper the researcher mostly focused on investigating the relationship between research variables and attitudes of green consumers (and their effect on it) for which a realized questionnaire was conducted. Four research hypotheses were confirmed according to estimated correlation s. It is perceived, based on results, that independent variable of subjective norms toward green has a relationship of 69.3% with their attitudes to se. This means that there is a positive and significant relationship between these two variables. Moreover, subjective norms toward green have an effect of 0.48% which indicates that 48% of changes in consumers' attitudes to purchase green are influenced by the predictor variable of their subjective norms toward these (in respondents' viewpoint). This is consistent with Sinapan and Aborahman. They found out that environmental approaches are the best predictors green purchase behavior and are developed following perceived environmental responsibility, environmental concerns, serious environmental issues and state rules. It is perceived, based on results, that independent variable of perceived behavioral control in green has a relationship of 65.6% with consumers' attitudes to se. This means that there is a positive and significant relationship between these two variables. Moreover, perceived behavioral control in green has an effect of 0.43% which indicates that 43% of changes in consumers' attitudes to purchase green are influenced by the predictor variable of their perceived behavioral control (in respondents' viewpoint). This is consistent with Kim and Chung (2011). They recognized perceived behavioral control as a mediator related to consumers' attitudes. It is perceived, based on results, that independent variable of past experiences toward green has a relationship of 54.2% with consumers' attitudes to se. This means that there is a positive and significant relationship between these two variables. Moreover, pas experiences have an effect of 0.540% which indicates that 54% of changes in consumers' attitudes to purchase green are influenced by the predictor variable of their past experiences of these (in respondents' viewpoint). This is consistent with Kim and Chung (2011). They found out that an individual's past experiences on other organic significantly influence his attitude and intention to purchase personal care. It is perceived, based on results, that independent variable of effective factors on consumer's attitudes have a relationship of 82.9% with his attitudes to se. This means that there is a positive and significant relationship between these two variables. Moreover, effective factors on consumer's attitudes have an effect of 0.540% which indicates that 54% of changes in consumers' attitudes to purchase green are influenced by effective factors on his attitudes (in respondents' viewpoint). This is consistent with results of research by Afsordegan. He found out that social effects, environmental approach, environmental concern, understanding the importance of environmental problems, individuals' perception of social responsibility, understanding the effectiveness of environmental behavior and individuals' concerns about personal conclusions influence young consumers' intention of buying green. Besides, our results are also consistent with Coleman et al. they demonstrated that an individual's attitude toward green is determined by his approach to these and his subjective norms relating this behavior. Suggestions 2321

7 Advances in societies and increasing concerns about the environment have led many companies to consider green concept as the main source of strategic change. This attitude particularly involves main and complicated ideas of company's technologic strategy and its creativity in production. The concern has increased among citizens of Tehran city during recent years while there are obstacles on the path of generalizing environment-based production and consumption manners. Therefore, companies increasingly understand the importance of green marketing concepts. The present paper aimed to find customers' behaviors and conceptions in interaction with environment-friendly and their enthusiasm to pay for such. REFERENCES Coleman LJ, Bahnan N, Kelkar M, Curry N Walking The Walk, How The Theory Of Reasoned Action Explains Adults And Students Intentions To Go Green, Journal Of Applied Business Research,27, 3. Gadenne d, Sharma b, kerr d, smith t The influence of consumers' environmental beliefs and attitudes on energy saving behaviors, Tourism Management, Vol. 30, Issue 4, Pages Kim H Y, Chung JE Consumer purchase intention for organic personal care, Journal of Consumer Marketing, 28/1,40-47 Mehta d, jain s, Mehta nabeen k Annals of the Stefan cel mare university of suceava : fascicle of the faculty of economics and public administration, issue 1(13), vol. 11, pp Mohammadian M, Khataei A The relationship between mental and social factors and green consumption behavior (environmentfriendly). Journal of Business Administration. Management Department of Tehran University. Period 3, No.7, pp, Polonsky M J, Rosenberger PJ Reevaluating Green Marketing: A Strategic Approach, Business Horizons. Promotosh barua Md, sajedul I Young Consumers Purchase Intentions of Buying Green Products A study based on the Theory of Planned Behavior, Journal of Consumer Marketing, Vol. 28, Issue 4, Pp Rex E, Baumann H Beyond Ecolabels: What Green Marketing Can Learn From Conventional marketing, Journal Of Cleaner Production 15, Pp Sheu C, Han H, Li-Tzang (Jane) H.2010., Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities, Tourism Management 31, Yavari Z Green Marketing. Ehya Quarterly (Scientific, Cultural, Social). 5 th Year, no

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