Consumers’ Attitude Towards Green Products: An Iranian Perspective On Dual Fuel Cars
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The future life on earth is in danger regarding current rate of pollution and corruption of environment. In recent years, along with awareness about the necessity of sustainable development, sustainable marketing has become a major trend in marketing research. This approach to marketing is responsible for promoting products less harmful to the environment than traditional products, in both manufacturing and consumption processes.
This study focuses on the characteristics which affect consumers’ attitude towards green products. Based on different adoption theories, six determinant factors of consumer’s attitude namely Social Value, Self-image, Compatibility, Complexity, Relative Advantage and Observability has been investigated.