Investigating the Effect of Awareness and Perceived Value on Ethical Purchasing Behavior by Mediating Ethical Purchasing Intention and Attitude Towards Green Marketing

Zarepoor Nasirabadi, Ebrahim; Behzadi, Maryam; Ghamari Poor, Neda

doi:10.22034/asm.2025.2048819.3326

Investigating the Effect of Awareness and Perceived Value on Ethical Purchasing Behavior by Mediating Ethical Purchasing Intention and Attitude Towards Green Marketing

Authors

Ebrahim Zarepoor nasirabadi ¹

Maryam Behzadi ²

Neda Ghamari poor ³

¹ Assistant Prof., Faculty of Business Administration, Shahed University, Tehran, Iran.

² Department of Business Management, Faulty of management and economic, Islamic Azad University, Science and Research Branch, Tehran, Iran

³ Department of Business Management, Faculty of Humanities, Shahed University, Tehran, Iran

10.22034/asm.2025.2048819.3326

Abstract

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.

Keywords

Keywords: Environmental awareness

ethical product awareness

ethical purchasing

green marketing

personality traits

Subjects