Investigating the roles of knowledge value and conditional value on people's desire to buy green products

Throughout history, human beings have depended on nature for their survival and provided their food resources from it. In some cases, overuse has led to the depletion or drastic reduction of resources, and Human concerns today are the misuse of natural resources and the environment. Green products are products that are biodegradable, non-toxic, and eco-friendly(Ying-Ching & Chang, ۲۰۱۲). As a green product, it must be eco-friendly which means that the products must have the least impacts and harmful effects on the environment and human health (Chen & Chang, ۲۰۱۳). In this global warming situation, green products can reduce environmental deterioration. A green product is can be expressed as eco-friendly, non-toxic recyclable, yielded by organic constituents, and a substance having a positive effect on the human being. The customer always favors buying a green product from popular and recognized firms (Suki, ۲۰۱۳). As a result of this ecological crisis, consumers are willing to contribute towards sustainable development by including environmental concerns in their purchasing pattern and this can be considered as the Green purchasing behavior (GPB). The behavior of purchasing eco-friendly products and avoiding products that harm the environment can be treated as Green purchase behavior (George & Nair, ۲۰۲۰). “Green behavior also referred to as pro-environmental behavior, means a set of behaviors that minimizes harm to the environment through minimizing the use of energy, reducing waste, conserving water, refraining from buying goods perceived to be hazardous to the environment” (Mishal et al., ۲۰۱۷). People who are concerns about environmental safety, follow green buying behavior, and consume green products are considered as green consumers (Yazdanifard & Yan, ۲۰۱۴) (Yazdanifard & Yan, ۲۰۱۴). Buying green products, insulating home withnew equipment, buying environment friendly and energy-efficient cars are green purchase behaviours (Shabani et al., ۲۰۱۳) (Shabani et al., ۲۰۱۳). Because of the changes in consumer behaviour due to environmental awareness and intentions to do better for ecology, more and more eco-friendly products are launching to market (Shru۸, ۲۰۱۴).Importantly, the promotion of these behaviors should be prioritized in developing and emerging countries which are facing serious environmental problems and a colossal increase in food consumption (de Koning, Crul, Wever, & Brezet, ۲۰۱۵; Yadav & Pathak, ۲۰۱۶a). The growth in population and income has driven consumer demand for food products, and this is especially true in developing and emerging countries, particularly for healthy and environmentally friendly food (Mottaleb et al., ۲۰۱۸).