Presenting a Model for Green Purchase Intention with Moderating Effect of Social Pressure

Introduction
Due to the increase in the level of air and waste pollution and the warming of the earth, the need to use environmentally friendly and recyclable products, or green products, is considered more nowadays. By using these products, the buried and polluting wastes are less and parallel to it, reducing the pollution, improving the environment, and preventing further pollution. The current research seeks to investigate the antecedents of green purchase intention, which include social pressure, perceived consumer effectiveness, green self-identity, moral obligation, price sensitivity, and perceived cost.
Material and Methods
This research is applied in terms of purpose and utilizes a descriptive-survey method. The statistical population for this study comprises customers of the Refah chain store in Yasouj city. Due to the unlimited nature of the statistical population, available non-random sampling was used, and the data collection tool is a questionnaire. Various sampling methods were employed to determine the minimum sample size, and the collected sample was deemed acceptable. The adequacy of this sample size for statistical analysis was confirmed through the (KMO) test. Cronbach's alpha coefficient was utilized to assess the reliability of the questionnaire, and a coefficient of 0.7 was obtained for all items, confirming reliability. The validity of the questionnaire was examined through content analysis and construct validity, and it was confirmed. Subsequently, the data were analyzed through structural equation modeling using SPSS and AMOS software.
Finding
Structural equation modeling analysis showed that the variables of social pressure, consumer effectiveness and green self-identity, and price sensitivity have an effect on green purchase intention, and social pressure moderates the relationship between price sensitivity and green purchase intention. Also, perceived cost and moral obligation do not affect the intention to buy green.
Discussion and conclusion
The research showed that social pressure has a positive and significant effect on consumers' purchase intentions. According to the confirmation of this hypothesis, it can be concluded that the greater the social pressure on consumers, the greater their decision and intention to buy green products. In a way, it can be said that it increases the intention of people who make green purchases and directs those who do not use these products to buy and use these products. Also, perceived consumer effectiveness has a positive and significant effect on consumers' purchase intention. Therefore, according to this hypothesis and its confirmation, it can be said that when the perceived consumer effectiveness increases, the intention to buy green products by consumers also increases. So, when a person's belief that his behavior can have an effect on the environment and his efforts can help to improve and preserve the environment increases, the decision to buy these products increases, or we can use different ways to believe and influence people's thinking and to increase the belief in the impact of their behavior on the environment, which will lead to an increase in their decision and intention to buy these products. According to the confirmation of the positive and significant effect of green self-identity on consumers' intention to buy green, it can be concluded that when green self-identity increases, consumers' intention to buy green also increases, that is, when people's mental belief that they can help to preserve the environment and consider themselves a green consumer, the decision to buy green products by them will also increase; that is, when a person is institutionalized in his existential identity, this being green becomes his habit and his usual behavior. He felt positive and pleasant about doing this and enjoyed it; the intention to buy these products increases in parallel with it. Also, this research showed that moral obligation does not have a positive and significant effect on consumers' green purchase intention. It is possible that due to other factors such as efficacy and green self-identity, this factor may have a slight impact on their decision. Also, it is possible that because people do not feel guilty or regretful for not buying these products, and it does not cause them distress, they do not necessarily purchase these products. Research has shown that price sensitivity has a significant impact on the green purchase intention. It can be said that as price sensitivity increases, consumers' intention to buy green products decreases, and vice versa. So, we should seek to control this sensitivity to price, or through factors, we can reduce this sensitivity so that the decision to buy these products increases. Consumers who are highly sensitive to the price of products must act cautiously when the price of these products increases, because it will reduce their purchase, or if the price increases through other factors or special privileges, we can control this sensitivity and avoid the change. To prevent them from making a decision. And it was shown that the perceived cost does not have a negative and significant effect on consumers' intention to buy green. Probably perceived cost because it includes many factors, and it is possible that all of these factors may not have an influential effect on consumers' intention to purchase products, and some of these factors, such as price, which was one of our assumptions, were examined to have a significant negative impact on the intention to purchase green. Finally, this research showed that social pressure positively moderates the relationship between price sensitivity and green purchase intention. It can be concluded that with the increase of social pressure, the negative effect of price sensitivity also decreases, and according to the confirmation of the direct effect of social pressure and the negative effect of price sensitivity, it can be concluded that when the price sensitivity of individuals is extremely high, the increase in social pressure has reduced it, and as a result, this sensitivity has decreased, and as a result, consumers' intention to buy green has increased.