Consumer buying behavior in purchasing green products

In the contemporary world, public awareness of environmental issues and climate change has increased, leading to a greater inclination among consumers to purchase green products. This research examines consumer purchasing behavior regarding green products and identifies the factors influencing this behavior. The study was conducted using a descriptive-correlational method and employed convenient sampling, involving 384 questionnaires from citizens of Sari. The data were analyzed using SPSS and SmartPLS software. The results indicated that cognitive values (both collective and individual) significantly and positively influence environmental attitudes and product perceptions. Individual environmental literacy also affected purchase intention through product attitudes. Furthermore, both environmental awareness and the role of government significantly and positively impacted environmental attitudes and sustainable purchasing. Exposure to media also had a significant effect on environmental attitudes related to reduction, reuse, and recycling. External motivational factors and perceived quality positively influenced purchase intention. Based on these findings, it is recommended to improve consumer purchasing behavior through the development of educational programs, the implementation of green marketing strategies, and the establishment of collaborations with social institutions.