University of Isfahan New Marketing Research Journal 2228-7744 11 3 2021 11 22 An Analysis on Green consumers Behavior in Selected Restaurants in Tehran City An Analysis on Green consumers Behavior in Selected Restaurants in Tehran City 243 211 26002 10.22108/nmrj.2021.127408.2386 FA Haydar Mohammadi MA, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran Seyyed Mohammad Moosavi Jad Assistant Professor, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran Shabnam Salehi MA, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran Sara Saedi MA, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran Journal Article 2021 02 13 Rising global warming in recent years has forced governments to pursue environmental or green policies aimed at protecting the environment, and the result of these policies has been indirectly forcing businesses to take on more social responsibility. This research is a survey in terms of applied purpose and in terms of descriptive nature. The statistical population of this study consists of customers of selected restaurants in Tehran hotels. The number of sample members was considered as a quota of 384 according to the researchers and the selection was made from among the members of each class by easy random sampling. The main tool for data collection in this study is the standard questionnaire (Chou et al., 2020) whose validity was confirmed at three levels of content: divergent and convergent. The total reliability of the questionnaires was obtained using Cronbach's alpha test above 0.7. The research hypotheses were tested using SPSS and SMART PLS software. The research findings were presented in two parts: descriptive and inferential. The results showed that the marketing mix and perceived quality have an impact on consumer desire and on the other hand social responsibility and cognitive, emotional, behavioral and perceived quality models have a positive and significant effect on the marketing mix. Meanwhile, social responsibility moderates the effect of cognitive, emotional, and behavioral models on the marketing mix in a negative direction. Rising global warming in recent years has forced governments to pursue environmental or green policies aimed at protecting the environment, and the result of these policies has been indirectly forcing businesses to take on more social responsibility. This research is a survey in terms of applied purpose and in terms of descriptive nature. The statistical population of this study consists of customers of selected restaurants in Tehran hotels. The number of sample members was considered as a quota of 384 according to the researchers and the selection was made from among the members of each class by easy random sampling. The main tool for data collection in this study is the standard questionnaire (Chou et al., 2020) whose validity was confirmed at three levels of content: divergent and convergent. The total reliability of the questionnaires was obtained using Cronbach's alpha test above 0.7. The research hypotheses were tested using SPSS and SMART PLS software. The research findings were presented in two parts: descriptive and inferential. The results showed that the marketing mix and perceived quality have an impact on consumer desire and on the other hand social responsibility and cognitive, emotional, behavioral and perceived quality models have a positive and significant effect on the marketing mix. Meanwhile, social responsibility moderates the effect of cognitive, emotional, and behavioral models on the marketing mix in a negative direction. https://nmrj.ui.ac.ir/article_26002_af55efe70d089372c039c6ce6b0a3301.pdf