Investigating the Effect of Green Marketing Mix on Consumers Green Purchase Decision (Study in Consumers of Shiraz Pegah Dairy Product Company)

The aim of this study is to investigate the consumer's attitude toward green marketing mix of products at Pagah Dairy Company and its effect on green purchase decision of consumers. For this purpose, a sample of 385 consumers of the company has been selected using stratified random method in nine areas of Shiraz. By studying the theoretical basis of green marketing mix and green purchase decision, the conceptual model and questionnaire have been designed and developed and data has been collected. Finally, Structural Equation Modeling (SEM) has been used to examine hypotheses. Findings imply that each aspect of advertising, distribution and price of green marketing mix has significant and positive influence on consumer's green purchase decision, while the green product has non-significant and negative influence on consumer's green purchase decision.