Background and Objective: The challenge of fostering healthier societies begins with considering the environment and promoting collective acceptance of environmentally friendly behaviors. Consumer choices regarding the environment impact the health and quality of life for current and future generations. Therefore, it is essential for academics and marketers to understand the concept and characteristics of green consumers. Consequently, the aim of the current research is to identify factors influencing consumers' attitudes toward environmentally friendly products, while also considering the moderating role of green innovation.
Materials and Methods: This study is applied in terms of purpose, descriptive and survey method. The statistical population comprises all consumers of green products in Shahin Dezh city. A sample size of 208 individuals was determined using Cochran's formula selected through simple random sampling. A standard questionnaire was used to collect information. To analyze the research data, structural equation modeling software Lisrel and Smart-Pls3 were used.
Results: The research findings indicated that environmental attitude (significance coefficient of 5.20), health consciousness (significance coefficient of 4.07), and environmental knowledge (significance coefficient of 3.30) positively influence consumers' attitude toward green products. Additionally, the study recognized and confirmed the significance of the green innovation variable as an important moderating factor in this relationship.
These relationships are statistically significant. Additionally, the study recognizes and confirms the green innovation variable as an important moderating variable in this relationship.
Conclusion: Our findings offer valuable insights for tailoring educational strategies targeted at diverse consumer groups to promote the adoption of environmentally friendly products. By fostering such consumer behavior, we aim to contribute to the creation of a healthier environment for both present and future generations.
