Modeling Green Consumption Decisions in Iran: An Analysis of Consumer Readiness, Novelty Seeking and Economic Constraints
Keywords:
Green Consumption Behavior, Theory of Planned Behavior, Consumer novelty seeking, Behavioral Decision-Making, Marketing, IranAbstract
Green consumption is a decision problem in which pro-environmental preferences must be reconciled with structural and financial constraints, yet its drivers remain poorly understood in Muslim-majority emerging markets. Iran presents a striking paradox: Islamic teachings explicitly prohibit wastefulness, but national environmental performance ranks among the weakest in the world. This study models the psychological drivers of green consumption decisions among Iranian consumers by extending the Theory of Planned Behavior with environmental concern and consumer novelty seeking. Cross-sectional survey data from 405 consumers were analyzed using partial least squares structural equation modeling. All four predictors significantly influenced green consumption behavior: consumer novelty seeking carried the strongest path, followed closely by social influence, environmental concern and perceived behavioral control, together explaining 38.2 percent of the variance. Respondents scored significantly above the scale midpoint on every construct, indicating strong psychological readiness. Iranian Muslim consumers therefore approach green products as modern innovations signaling a progressive identity rather than acting from religious obligation alone, while communal expectations rooted in Islamic principles continue to shape their choices. Perceived behavioral control was the weakest predictor, reflecting severe affordability barriers. Decision support for sustainable consumption in such markets must therefore relieve structural constraints alongside motivational appeals.
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