Abstract
 
Background: Today, attention to the environment and ethical issues around it has become increasingly important. Also, consideration of ethical issues in the field of environment and the production and sale of green products, as the main source of strategic change, is one of the vital requirements for organizations. So that their activities can minimize their negative environmental impacts. The purpose of this research is to identify the drivers of green purchase intention with emphasis on environmental ethics.
Method: The present research is applied in terms of its purpose and is descriptive-survey in nature. It is quantitative in terms of collecting data. The statistical population of the research is Tehran citizens. Given that the statistical population of the research is unlimited, the sample size should be at least 385 persons using the Cochran formula with 5% error. In this study, 390 citizens were studied by convenient sampling method. The research tool is standard questionnaire. Structural equation and confirmatory factor analysis were used to analyze the conceptual model. In the inferential statistics section, reliability, validity, hypothesis testing and path coefficient were performed. For statistical analysis, SPSS and Smart PLS software have been used.
Results: The results of statistical analysis indicate that the relationship between environmental knowledge, environmental concern, organization's green image and green perceived quality of the product with green purchase intention is confirmed, but the perceived price and quality of the product on the relationship between environmental knowledge, environmental concern and organization's green image with the customers’ green purchase intention don’t have a moderating effect.
Conclusion: Customers’ green purchase intention is affected by environmental knowledge, environmental concern, organization's green image and green perceived quality of the product.