Study of the effects of perceived knowledge of Green products on purchase intention in terms of attachment to this hypermarket

Increasing attention to environment in recent decades has led to advent of "Green Marketing" concept. "Green purchase Intention" refers to behavioral tendency of consumers for buying a special product to meet environmental needs. It shapes under the influence of a person's environmental knowledge. The aim of current research is study of the effect of perceived knowledge of Green products on purchase intention in terms of attachment to this hypermarket. Statistical population of this research is customers of Proma hypermarket in Mashhad. By use of Cochran formula a sample of 267 people were chosen non-randomly. To gather data we use a questionnaire. Analysis of data is done by use of structural equation modeling model. Findings of this research approve the effect of perceived knowledge of Green products on purchase intention and also attachment of customers to this hypermarket. Meanwhile, attachment to this hypermarket effects on people's purchase intention. Finally, findings show the mediator role of attachment to this hypermarket in relationship between perceived knowledge of Green products and Green purchase intention