INVESTIGATING THE EFFECTS OF ENVIRONMENTAL SENSITIVITY AND ENVIRONMENTAL BEHAVIOR ON ECOLOGICAL PRODUCT BUYING BEHAVIOR THROUGH STRUCTURAL EQUATION MODELING

Due to increasing health consciousness and motivation to preserve environment for the next generations, more and more consumers are choosing ecological products. This research investigated the effects of university students’ environmental sensitivity and environmental behavior on their ecological product buying behavior, through the use of structural equation modeling (SEM). Results of this study indicate that although the relationship between environmental behavior and ecological product buying behavior is not statistically significant yet it is found out that through environmental sensitivity, environmental behavior exert an indirect effect on ecological product buying behavior.