Objective: Rapid growth of the world population and urbanization significantly increase consumption, while natural resources are scarce and limited. In this regard, the aim of the present study is to investigate the awareness and perceived value on ethical purchasing behavior by mediating ethical purchasing intention and attitude towards green among clothing consumers in Tehran.
Method: The present study is applied in terms of purpose and survey in terms of method. The statistical population of clothing consumers in Tehran, which was 384, was selected using a simple cluster probability sampling method. The technique used was the structural equation model and the software used for data analysis was PLS2 Smart.
Findings: Awareness (environmental, ethical product and brand), perceived value (social, functional and cognitive) and attitude towards circular business have an effect on the intention to purchase ethically towards the circular business model. Ethical purchasing towards the circular business model affects ethical purchasing behavior towards the circular business model and personality traits have a relationship between awareness, attitude and value perception with intention. It moderates ethical purchasing.
Conclusion: Purchasing intention and behavior play a key role in the successful implementation of the circular business model. This model, which is designed for the optimal use of scarce resources, operates beyond organizational boundaries and requires all stakeholders. All actors in a value network and inter-organizational participation are prerequisites for the success of circular business models.