The Influential Barriers to Green Purchase Intention: an Interpretive Structural Modelling Approach

Document Type : Research Paper

Authors

1 Ph..D student, Department of Management,Shahrood Branch, Islamic Azad University, Shahrood, Iran.

2 Associate Proff, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.

3 Associate Professor, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.

4 Assistant Professor, Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran

10.35066/J040.2019.345

Abstract

The purpose of this paper is to identify, analyze and rank the barriers to purchase intention and consumption of foods (healthy, natural and organic) among consumers. To achieve this goal, Delphi qualitative method was used to identify green buying barriers indicators and for analysis, ranking, relationship building and model presentation, interpretive structural modeling (ISM) and MICMAC method were used. The data were collected using green marketing literature, interviews and three rounds of Delphi method in a 10-person panel of individuals with green marketing knowledge, food knowledge and non-probability. Structural modeling was performed with the participation of 12 experts. The research findings were modeled on 6 main barriers and 49 indicators at five levels. The results revealed that demographic (income , low education. family size , generation), cognitive and motivation (lack of knowledge and awareness of healthy and environmental), contextual (high price ,lack of diversity, Inaccessibility, advertise, effective control rules and regulations), cultural (individualism, myopia, lack of altruism, unreliability, fidelity) social (norms, reference groups, social responsibility), and behavioral (nutrition patterns, dietary habits, justification of non-buying laziness, indifference, neglect) The most important barriers manufacturers and suppliers can address. This research is intended to guide the policy and decision makers in marketing to understand consumer behavior.

Keywords

References

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Consumer Behavior Studies Journal
Volume 8, Issue 1
April 2021
Pages 38-58

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