THE ROLE OF GREEN ADVERTISEMENTS IN GREEN PURCHASE INTENTION

Abstract

The present study investigates the role of green advertisements in green purchase intention. One of the business domains which have attracted a lot of discussions on environmental issues is green marketing. Green means the least damage towards the environment. This research is a descriptive-correlational one. The statistical population includes the diploma and bachelor students of Azad University of Khuzestan Province (Abadan Branch) in 2013-2014, and among them 290 individuals were selected using applying Morgan chart as the sample with simple random method. In this study the effect of 6 variables on the green purchase intention was investigated which can be said that customer’s believability, dependency, media, customers’ attitude, presented information, and understanding the environmental behavior all affect the customer’s green purchase directly and significantly.