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Over the past decades, increasing in consumption of goods and services led to the destruction of natural resources and severe damage to the environment, which has led many consumers to reduce environmental impact caused by their consumption. In this study, it has been tried to investigate the effect of knowledge on environmental issues, consumer perception and consumer recycling behavior on the purchasing behavior of green products using structural equation modeling method. For this purpose, it was used 215 consumers in the city of Mashhad in 1396.
The results of structural equation modeling suggest that consumers' perception or attitude is the most important predictor of the purchasing behavior of green food products, which attempts to raise awareness of consumers can be one of the most important measures through advertising tools to introduce their various abilities to reduce environmental degradation.
 

Keywords: Green behavior, knowledge, consumer perception, recycled behavior.

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