Investigation of Green Marketing Position of in Consumer’s Buying behavior



Since 1980, green marketing movement has been widely regarded by organizations consumers. Organizations- seeking social legitimacy produce environment friendly products, while try to influence environmental issues. Hence, this paper tries to know sensitivity level of consumers to environment issues, rate of participation in social programs related to green marketing and the level of attention and respect environmental issues. Therefore - to test the hypothesis the descriptive research was used. Population of study are the students of Tehran University (Qom Campus) and samples were determined 90. The results suggest that the consumers have environment sensitivity and pay attention to have caused concern among the intellectual. Also, considered the social projects related to green marketing and can participate in it. But they neglect environment issues in their buying havior.