ادراک مشتری ازمسائل سبزو قصد خرید محصولات سبز

The main essence of this research is to explore the individual‟s perceptions towards green purchasing behaviour. In precise terms, the study examines five critical dimensions namely; social influence, environmental concern, perceived environmental responsibility, concern for self-image and affective commitment on the individual‟s green purchasing intention and their usage of recycle bags. A total of 170 individuals participated in this study. Statistical analysis were conducted and the Pearson correlation test indicated that “Environmental concern”, ”Social influence”, ”Affective commitment” and “Perceived environmental responsibility” were related to the usage of recycle bags. The regression analysis revealed that “Perceived environmental responsibility”, “Social influence” and “Concern for self-Image” are influential factors in determining an individual‟s green purchasing intention. Based on the findings, marketers should give adequate consideration to these factors in carrying out appropriate promotions to attract customers. Future research should consider and focus on other important factors affecting green purchasing intention.