The Impact of Green Marketing Communication on Consumers' Green Purchase Behavior: The Role of Gender

The increasing importance of environmental issues among consumers has led organizations to focus on the variables affecting the intention to purchase green products and to use them to develop green marketing campaigns and communication strategies. The emergence of green communications in companies and organizations has led manufacturers to focus on green purchasing behavior on the part of consumers and the various factors that cause this type of behavior. Consumers' green attitudes can be one of the most important factors affected by an organization's green communications. This research was conducted with a descriptive survey purpose and using the correlation method. The statistical population of the research includes all buyers of green products. According to Cochran's formula for estimating sample sizes in an infinite population, it was determined that ۳۸۴ responses were necessary for the questionnaire. However, during the research period, ۲۲۴ responses were deemed suitable for analysis. These people were selected from the statistical population by available random method. The reliability of the questionnaires was confirmed using Cronbach's alpha and the validity was confirmed using face validity by university professors. Data analysis was performed using the correlation method. SPSS ۲۶ software was used. Based on the research findings, green marketing communications have a positive and significant effect on consumers' green attitudes.

کلیدواژه ها:

Green Marketing Communication ، Green Purchase Behavior