چکیده مقاله
The aim of green marketing as a branch of marketing science is to recognize and meet human desires and aims to do so by means of strategies that do the least harm to the environment, which partially alleviates public environmental issues To investigate the effects of market innovation on the green consumption behavior of air conditioner buyers in Mashhad, the present study applied the descriptive survey based on a correlation process The statistical community of the sample consists of purchasers of renewable air conditioning equipment in Mashhad Due to the infinite statistical society available, a two stage cluster sampling procedure was used to pick a sample size of 384 The data was obtained using the regular questionnaire and evaluated using the LISREL program and the structural equation modeling test The research findings suggest that market creativity has a significant influence on the mindset towards green consumption, subjective expectations, and perceived behavioral regulation Moreover, according to the findings, it can be argued that market novelty is an indicator of green usage activity in the use of air conditioners
کلیدواژهها
نویسندگان
Hamed Fazeli Kebria
Payame Noor University, Tehran, Iran
Navid Asgari
Payame Noor University, Tehran, Iran
شیوه ارجاع
Fazeli Kebria, Hamed and Asgari, Navid,1400,Investigating the Effect of Consumer Innovativeness on Green Consumption Behavior,1st international conference on the mutation of management science, economics and accounting,Sari
ارائهشده در
مجموعه مقالات اولین کنفرانس بین المللی جهش علوم مدیریت، اقتصاد و حسابداری19 اسفند 1400 · ساری