رقیه صالحیان فرد

 This study aims to investigate the role of environmental concerns in green product purchasing decisions. The present study is in the field of applied research in terms of its purpose. In terms of nature and method, it is a descriptive-survey study. The statistical population of this study is all customers of Kalleh Co. products. Given that the research population is unlimited, a sample size of 384 people was selected using the Cochran formula and the available sampling method. Inferential statistics and the partial least squares (PLS) technique were also used to analyze the data and test the research hypotheses. The results revealed that willingness to pay more, awareness of green price, perceived green benefits, perceived green quality, and green foresight have a positive and significant effect on environmental concerns as well as green purchase decisions. In addition, it was found that environmental concerns have a positive and significant effect on green purchase intention. It was also found that green purchase intention has a positive and significant effect on green purchase decision. All hypotheses of this study were confirmed. Therefore, based on the results obtained, it seems that managers of commercial companies should pay more attention to the environmental concerns of their customers in order to improve the intention of customers to purchase green products.