Majid Esmaeilpour

Background: In last decades, concerns about environmental destruction have been increased and nowadays environment destruction and its negative effects on human health, mentioned as an important concern. In order to respond to this concern, consumers with purchasing and using green productions will help to protect environment. Aim: The aim of this study was to investigate the effect of consumption values on green purchasing behavior by emphasizing the mediating role of environmental concerns and green purchasing intent for consumers of disposable vegetable dishes in Shiraz. Methodology: the research in terms of purpose and method of data collection is in the group of applied and descriptive-survey research and correlational. The statistical society of this study consists of consumers of disposable vegetable dishes in shiraz. Using a questionnaire to collect data, a sample of 340 people was selected. The collected data were analyzed using spss and smart pls software. Conclusions: Findings of this study show that consumption values have a significant effect on green purchasing behavior. Consumption values also had a significant effect on mediating variables, environmental concern and green purchase intention and also the effect of mediating variables on green purchasing behavior was confirmed. The indirect effect of consumption values on green purchasing behavior through mediating variables was also confirmed. In line with the findings and results of the hypotheses of this study, it can be said that it is necessary; Managers, companies, and marketers should focus on consumption values to enhance consumers' green buying behavior. The findings of this study show that environmental concerns and consumers' intention to buy green add to their green buying behavior. Therefore, companies and marketers need to provide more information about the role of green products in environmental sustainability. People who acquire new information better understand environmental problems a