10.71735/amc.2023.5536

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

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  • Maryam Ooshaksaraie*1,
  • Hamid Joudi Kolouzan2,
  1. Department of Industrial Management, Rasht Branch, Islamic Azad University, Rasht, Iran
  2. Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran

Revised: 2023-05-17

Accepted: 2023-08-27

Published in Issue 2023-12-01

How to Cite

Ooshaksaraie, M., & Joudi Kolouzan, H. (2023). Explanation Green Consumer Willingness through Three Component Attitude Model during COVID-19 Pandemic. Agricultural Marketing and Commercialization, 7(2), 61-80. https://doi.org/10.71735/amc.2023.5536
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Abstract

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.
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