Presenting The Conceptual Framework of In-Store Factors Affecting Green Consumption Behavior

Introduction
With growing environmental concerns over the negative impacts of industrial activities, green consumption behavior and the movement toward “going green” have become central paradigms in contemporary business. Organizational green initiatives are important not only from an environmental perspective, but also because they enhance corporate reputation and strengthen relationships with customers—an ultimate objective for organizations operating in today’s highly competitive markets. The scientific contribution of this study lies in enriching the literature on retail management, particularly domestic studies, and identifying directions for future research. From a practical perspective, by emphasizing green visual marketing as a sustainability-oriented management strategy, this study increases retail managers’ awareness of the critical role of in-store layout and visual elements in fostering green consumption behavior. Given the environmental challenges caused by business activities in recent years, increasing attention has been directed toward corporate green initiatives. Accordingly, the present study aims to examine the impact of green visual marketing on green consumption behavior.
 
Methodology
This study seeks to develop a conceptual framework of in-store factors influencing green consumption behavior. The research employs a descriptive–correlational design and is applied in terms of purpose, as its findings aim to improve organizational performance. In terms of time horizon, the study is cross-sectional. The statistical population includes all customers of Afogh Kourosh chain stores in Tehran, representing an unlimited population. Using Cochran’s formula, a sample size of 384 respondents was determined. Data were collected through an adapted questionnaire. Green visual marketing was measured using the scale developed by Sadakar et al. (2022); green consumption behavior was assessed using the five-item scale of Ali et al. (2023); green in-store design was measured using the questionnaire by Jaha et al. (2023); green attitude was evaluated using the six-item scale of Soharanto et al.; ecological labels were measured using the three-item scale of Chi et al. (2021); and green packaging was assessed using the questionnaire developed by Vandosel et al. (2021) and Petro et al. All questionnaire items were measured on a five-point Likert scale. Construct validity was assessed through convergent validity (AVE) and discriminant validity. Reliability was evaluated using composite reliability (CR) and Cronbach’s alpha, with values above 0.7 considered acceptable. Data analysis was conducted using descriptive statistics, inferential statistical methods, and the partial least squares (PLS) technique. SPSS 23 and SmartPLS software were used for data analysis.
 
Findings
The results of hypothesis testing indicate that green visual marketing has a positive and significant effect on green in-store design, green packaging, and ecological labeling. Additionally, green communication was found to moderate the relationship between green visual marketing and environmental concern, green in-store design, and ecological labeling. The findings further reveal that green in-store design, ecological labeling, and green packaging each have a positive and significant effect on green attitude. Finally, green attitude was found to have a significant positive impact on green consumption behavior.
 
Discussion and Conclusion
Based on the findings related to the first three hypotheses, green visual marketing significantly influences green in-store design, ecological labeling, and green packaging. One of the primary objectives of green visual marketing initiatives is to institutionalize positive environmental perceptions in customers’ minds through the use of environmentally supportive visual elements. This approach encourages consumers to choose products with green packaging and ecological labels, thereby shaping their perceptions and emotions. These results are consistent with previous studies, such as those by Sina et al. (2023) and Do et al. One notable finding of this study is that the relationship between green visual marketing and other variables is moderated by green communication from sales personnel—a factor that has received limited attention in prior research. This highlights the importance of customer–seller interactions as a complementary mechanism enhancing the effectiveness of in-store green initiatives. Organizational green awareness fosters an environmentally supportive retail environment and helps embed environmental concepts in customers’ minds. Previous studies have also emphasized the role of green communication in strengthening the effectiveness of green visual marketing (Haneh et al., 2023; Abdul Aziz et al., 2024). The results further demonstrate that green in-store design, ecological labeling, and green packaging positively and significantly influence green attitude. According to the theory of reasoned action and the theory of planned behavior, human behavior is strongly influenced by attitudes. When green attitude is viewed as a conscious intention to protect the environment through innovative actions, it can be understood as stemming from a positive environmental mindset, consistent with earlier research (Bhutto et al., 2020). Moreover, customers’ pro-environmental behaviors are strongly shaped by in-store environmental cues, such as ecological labels and green packaging, as supported by previous studies (Farooq et al., 2021). Finally, emotional factors also play a crucial role in shaping behavior. Individuals with higher environmental concern are more likely to engage in green behaviors, a finding echoed in prior research (Kazi et al., 2020). The results confirm that customers’ green attitudes have a positive and significant effect on green consumption behavior. Although organizational movement toward green consumption depends on long-term strategies set by senior management, it is ultimately customers who translate these strategies into practice. Consequently, the greener customers’ behaviors are, the more effective organizational green initiatives become (Abbas et al., 2021). Additionally, customers’ green attitudes encourage them to provide positive feedback and environmentally oriented ideas to managers, thereby influencing the environmental orientation of future organizational strategies. This is consistent with the findings of Lu (2021) regarding the role of green attitudes in promoting green consumption behavior.