Background: Increasing consumer interest in environmentally friendly products and increasing corporate social responsibilities, over the last two decades, have led to the emergence of ethical behavior in marketing field. Hence, the present study has been conducted to investigate the environmental relationship of culture and behavior with the mediating role of gender on ethical purchase intention.
Method: The present study is an applied research in terms of the purpose and a cross-sectional survey in terms of the data collection method. The research statistical population is consisted of postgraduate students in Karaj among which, a sample of 150 students was selected by the random sampling method. The main tool for data collection is a standard questionnaire. Partial Least Squares Method using PLS Smart software was used in this study as the statistical methods for data analysis.
Results: according to the descriptive statistics of the research constructs, the mean of data fluctuated between 3.3 and 3.6 with the highest mean related to "perceived behavioral control" and "ethical purchase intention". The data variance is less than 4 with the least variance related to "long-term orientation", which has also the smallest standard deviation among the variables, showing a unity of opinion among respondents. Median and Mode show that most people choose the medium and high options (number 3 and 4).
Conclusion: according to the research results, factors such as collectivism, long-term orientation, human and nature orientation, attitude, subjective norms, perceived behavioral control, and gender affect ethical purchase intention. The results also indicate that long-term orientation has no effect on subjective norms.