Document Type : Research Paper

Authors

• Ebrahim Asghar Poor ¹
• Ramin Bashirkhodaparasti ²

¹ Master's student in the field of business management, majoring in marketing, Faculty of Economics and Management, Urmia University

² department of business management, faculty of economics and management, urmia university

Abstract

Today, the environment is one of the concerns of human societies. Green products are closely related to the environment and consumers. Therefore, paying attention to the factors that affect the decision process of purchasing organic products is of particular importance. In this regard, this research examines the effect of empathy and pessimism on green purchase intention with the mediating role of consumer ethical beliefs, taking environmental considerations into account. The current research falls under the category of co relational research in terms of its practical purpose and descriptive survey data collection method. Also, this research was conducted in the field. The statistical population of the research consists of consumers of green products in the city of Urmia. According to Morgan's table, the sample size of 400 consumers in Urmia city was selected by simple random sampling method. The data collection tool is a standard questionnaire based on the Likert scale. Cronbach's alpha coefficient was used for the reliability of the questionnaire. Data analysis was done using structural equation method and with the help of SPSS26, Smart PLS3 software. The results showed that empathy has a positive and significant effect on purchase beliefs and purchase intention. Also, purchase beliefs have a positive and significant effect on purchase intention. The effect of pessimism on moral beliefs and purchase intention is negative and significant. The mediating role of ethical beliefs in the relationship between empathy and pessimism with purchase intention was also confirmed.

Keywords

• green purchase intention
• empathy
• cynicism
• consumer ethical beliefs
• green consumerism