Authors : Farzaneh Shahrokhi, Azar Saemian, Moghadaseh Mohamadian and Hamid Mirmoini
Abstract: The present research was conducted with the aim of providing a model in the context of tendency to pay for green products with an emphasis on attitudinal components in 2014. The research method was practical in terms of objectives and descriptive-survey based in terms of data collection. Data collection was based on a researcher-based questionnaire taken from the researches. Moreover, the questionnaire consisted of 28 questions. Data was collected from 384 of potential customers of household energy efficient light bulbs in chain stores and other existing markets in Tehran. Using Cronbach’s Alpha Method, the reliability of the questionnaire was >0.7 for all the dimensions of the questionnaire which indicated appropriate reliability of the research tool. Moreover, structure validity was utilized in order to investigate validity which the result indicated the appropriate validity of the research tool (AVE>0.5). The obtained data were analyzed using Structural Equation Modelling (SEM) and Smart PLS Software and the final model was presented. The results demonstrated proper fit of the conceptual model based on significant and acceptable values of path coefficients, factor loadings and explained variance. In addition, the results indicated that attitudinal components (importance of protection and difficulty of environmental protection, level of companies’ accountability and severity of environmental problems), green perceived value and green trust had an impact on tendency to pay for green products at 99% confidence level.
Farzaneh Shahrokhi, Azar Saemian, Moghadaseh Mohamadian and Hamid Mirmoini, 2016. Providing a Model in the Context of Tendency to Pay for Green Products with an Emphasis on Attitudinal Components. International Business Management, 10: 923-932.