What is it about?
Evaluating the model, the authors used measures from previous research. The authors distributed questionnaire in four chain stores in four different geographical regions in Tehran. The structural model and relations were examined by using Smart PLS 2.0 software to simultaneously estimate the measurement and structural models.
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Why is it important?
This paper includes suggestions for managers and producers to develop green food products consumption, especially green chicken. Also, it has implications for spreading out green consumption among people with high environmental involvement.
Perspectives
As our sample was just from Tehran, the research results may lack generalizability to all people in Iran. Therefore, future researchers are encouraged to retest the proposed model in other cities and also in other countries with different level of economic development.
Morteza maleki minbashrazgah
Semnan University
Read the Original
This page is a summary of: Green chicken purchase behavior: the moderating role of price transparency, Management of Environmental Quality An International Journal, September 2017, Emerald,
DOI: 10.1108/meq-12-2016-0093.
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