THE ROLE OF CUSTOMER’S BELIEVABILITY AND ATTITUDE IN GREEN PURCHASE INTENTION

Abstract

This study investigates the role of customer’s believability and attitude in green purchase intention. In this research green means the least damage to the environment. This research is an applied one and a descriptive-correlational. The statistical population includes the undergraduate diploma and bachelor students of Business Management from Azad University of Khuzestan Province (Abadan Branch) in 2013-2014, with a number of 290 using Morgan chart selected random selection. The data collection instrument is a
researcher-made questionnaire whose validity has been investigated and confirmed by the experts in this field. To confirm the reliability the Cronbach’s Alpha Coefficient was calculated and it was 0.71 for customer’s believability and green purchase intention equal to 0.79. The research hypotheses were masrued using the significance level and regression test which can be said that the relationship of two variables with the green purchase is significant. Beta coefficient of customer’s believability obtained as 0.14 and the attitude as 0.34.