Abstract
In this study, we propose a method to promote the environmental awareness towards purchasing local or seasonal vegetables, by recognizing most influential factors. Furthermore, we investigate the significance of environmental information on eco-friendly behavior, by dispensing information regarding CO2 emission reduction to the respondents. Therefore, We created a hypothetical model, and gathered environmental information by relying upon the literature. Then we executed an island-wide online questionnaire survey in the month of November 2013, and obtained 1042 valid responses. Initially, the factor analysis was executed on the data, and then the covariance analysis was performed. As a result of factor analysis, four most influential factors could be extracted, and were named as feasibility, performance, environmental contribution, and social norms, accordingly. Moreover, a significant and positive causal relationship could be observed between the variables of feasibility and behavior, where it became clear to comprehend the fact that the promotion of feasibility would elevate the environmental awareness (behavior).
