Investigating the Factors Affecting Female Consumers’ Willingness toward Green Purchase Based on the Model of Planned Behavior

International researches show that consumers’ environmental concerns have caused them to change their buying behavior gradually and rethink about the products they buy. Green purchase means adding environmental aspects to criteria such as price and performance when deciding to buy the ultimate goal of which is to reduce environmental effect on sourcing and to increase efficiency of resources. Therefore, the main objective of this study is to investigate the factors affecting female consumers’ willingness for green purchase based on the model of planned behavior in Iran. The research method is applied, fundamental and developmental in terms of its objective and it is descriptive-survey in term of its method. The study population consists of women living in the West of Tehran. The results show that positive attitude toward green products affects personal self-image, social impacts and willingness to buy green products. The willingness to buy green products does not affect environmental concerns and subjective norms; therefore, consumers’ willingness to buy green products increases by increasing environmental concerns. However, positive attitude toward green products does not affect environmental concerns, subjective norms and personal naturalism. Willingness to buy green products also does not affect the social impact and personal self-image.