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.

Additional information

Research Author

Neda Mohit Kermani


Assoc. Prof. Dr David Yong

Research Location

Tehran, Iran

Data Type


Sampling Size




Year Created



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Multimedia University (MMU), a tertiary education institution set up through Universiti Telekom Sdn Bhd (UTSB), a wholly owned subsidiary of TM, fulfils the noblest of corporate social responsibilities – taking up the challenge of educating the next generation the nation’s leaders and knowledge workers. As the first private university in Malaysia, MMU developed the pioneer model for the successful establishment of private universities in the nation, paving the way for the growth of the private tertiary education sector. As the university at the heart of the MSC, MMU also serves as a catalyst for the development of the high tech ICT industry of the nation, parallel to the Silicon Valley-Stanford model in the United States.