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Ooshaksaraie, Maryam, Joudi Kolouzan, Hamid. (1402). Explanation Green Consumer Willingness through Three Component Attitude Model during COVID-19 Pandemic. نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 7(2), 61-80.
Maryam Ooshaksaraie; Hamid Reza Joudi Kolouzan. "Explanation Green Consumer Willingness through Three Component Attitude Model during COVID-19 Pandemic". نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 7, 2, 1402, 61-80.
Ooshaksaraie, Maryam, Joudi Kolouzan, Hamid. (1402). 'Explanation Green Consumer Willingness through Three Component Attitude Model during COVID-19 Pandemic', نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 7(2), pp. 61-80.
Ooshaksaraie, Maryam, Joudi Kolouzan, Hamid. Explanation Green Consumer Willingness through Three Component Attitude Model during COVID-19 Pandemic. نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 1402; 7(2): 61-80.

Explanation Green Consumer Willingness through Three Component Attitude Model during COVID-19 Pandemic

Agricultural Marketing and Commercialization Journal
مقاله 4، دوره 7، شماره 2، اسفند 2023، صفحه 61-80    اصل مقاله (879.03 K)
نوع مقاله: Original Research
نویسندگان
Maryam Ooshaksaraie* 1؛ Hamid Reza Joudi Kolouzan2
1Department of Industrial Management, Rasht Branch, Islamic Azad University, Rasht, Iran
2Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran
چکیده
The COVID-19 pandemic affected consumers’ attitudes, willingness and behavior worldwide. This study aims to analyze consumers’ willingness towards green food products consumption during the COVID-19 pandemic in Iran. Respondents supported suppliers of green food products and being aware of the importance of healthy green food products. The purpose of this empirical study is to examine the impact of three component attitude model on green consumer willingness through marketing mix model towards green food products consumption in the Iranian context of explanation consumers’ willingness to be environmentally friendly. The research model is based on structural equation modeling from data collected from 352 consumers of green food products in Iran. The findings revealed that cognitive, affective and conative components have impact on green marketing mix model. Also, green marketing mix model as well as perceived quality have impacts on the green consumers’ willingness.
کلیدواژه‌ها
Affect component؛ Cognitive component؛ Conative component؛ Consumer social responsibility؛ Green marketing mix model
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