Analyzing the Impact of Eco-Friendly Production Practices on Consumers' Purchasing Behavior in the Modern Marketplace in Tehran: A Study Using Theory of Planned Behavior

Anoosha Moshkelgosha

Haliç University, Turkey

This study examines the impact of eco-friendly production practices on consumer purchasing behavior by applying the Theory of Planned Behavior (TPB). The research investigates how attitudes, subjective norms, and perceived behavioral control influence consumers’ intentions to purchase environmentally friendly products. A structured questionnaire was distributed among 235 consumers in Tehran, and statistical analysis was conducted to evaluate the predictive power of psychological constructs on green purchase intention. The findings reveal that while consumer attitudes toward eco-friendly products are strongly positive, structural barriers such as price and accessibility significantly limit the translation of intention into actual behavior. Regression analysis shows that attitude is the strongest predictor of purchase intention, followed by subjective norms and perceived behavioral control. These results emphasize the importance of transparent green marketing strategies, affordability, and accessibility in converting consumer motivation into sustainable consumption practices. The study further highlights the role of social influence, policy interventions, and institutional support in bridging the intention behavior gap. Overall, the research contributes to the understanding of consumer psychology in emerging markets and provides actionable insights for businesses and policymakers to foster eco-conscious consumerism.

Article link: https://www.asianinstituteofresearch.org/JEBarchives/analyzing-the-impact-of-eco-friendly-production-practices-on-consumers'-purchasing-behavior-in-the-modern-marketplace-in-tehran%3A-a-study-using-theory-of-planned-behavior