Raluca-Mihaela Sandu - Affiliation: Alexandru Ioan Cuza University of Iaşi, Romania

Green consumption patterns have gradually developed due to consumer awareness of eco products. Therefore, during the last 30 years, marketing researchers try to identify the antecedents of greenpurchasing behavior. If demographic factors and their influence on purchase behavior of green consumers were substantial analyzed,psychographic determinants have just began to be better examined. A new trend in the analysis of consumer behavior makes its way intothe foreground, that is the use of psychographic factors. Based on the literature, the purpose of this paper is to develop a hypothetical modelfor psychographic factors that have an influence on green purchase intention. Independent variables like: environmental attitude, environmental values, perceived consumer effectiveness and health conciousness are analysed in connection with the dependent variablegreen purchase intention. Hence, their interrelationships are investigated. Furthermore, a questionnaire is proposed for themeasurement of the items previous mentioned. The reasearch of green purchase behavior has still open doors for exploring as it is a complexfield which was not entirely understood yet by the existing literature.

psychographic, environmental attitude, environmental values, perceived consumer effectiveness, health conciousness, green purchase intention