1 Investigating the roles of knowledge value and conditional value on people's desire to buy green products Vahid Bakhtvar 1 * Email: vahid.bakhtvar@gmail.com Muhammad Piri 2 Email: m.piri@malayeru.ac.ir Citation: Bakhtvar, V. & Piri, M. (2021). "Investigating the roles of knowledge value and conditional value on people's desire to buy green products". 1st International and 2nd National Conference of Business Sustainability – Shahid Chamran University of Ahvaz Abstract Better life and two health are the permanent demands of humans and the use of healthier products has been considered more attention due to environmental challenges such as increasing ground temperature. The study aimed to investigate the role of knowledge and conditional value on consumer desire to buy green products. The data collection method is valid through a questionnaire, including three sections of demographic information, the value of knowledge and conditional value. Cronbach's alpha is a questionnaire of 0.844, and the number of respondents is 400 people who are adequate according to the Morgan table. The results are aligned with previous studies and showed that if green products are easily accessible, individuals tend to replace these products instead of other products. It also showed that people's willingness to get information about these products are noteworthy, and if there are incentive schemes such as subsidized price or subsidy prices for green products, people have a high tendency to buy these products. In general, people can be concluded that people tend to use and buy green products. Key Words: Green behavior, Green marketing, Green products, Conditional value, Knowledge value Introduction Throughout history, human beings have depended on nature for their survival and provided their food resources from it. In some cases, overuse has led to the depletion or drastic reduction of resources, and Human concerns today are the misuse of natural resources and the environment. Green products are products that are biodegradable, non-toxic, and eco-friendly(Ying-Ching & Chang, 2012). As a green product, it must be eco-friendly which means that the products must have the least impacts and harmful effects on the environment and human health (Chen & Chang, 2013). In this global warming situation, green products can reduce environmental deterioration. A green product is can be expressed as eco-friendly, non-toxic recyclable, yielded by organic constituents, and a substance having a positive effect on the human being. The customer always favors buying a green product from popular and recognized firms (Suki, 2013). As a result of this ecological crisis, consumers are willing to contribute towards sustainable development by including environmental concerns in their purchasing pattern and this can be considered as the Green purchasing behavior (GPB). The behavior of purchasing eco-friendly products and avoiding products that harm the environment can be treated as Green purchase behavior (George & Nair, 2020). “Green behavior also referred to as pro-environmental behavior, means a set of 1 Master student of Business Management, Department of Business Administration, Malayer University, Malayer, Iran 2 Assistant Professor of Economics, Department of Business Administration, Malayer University, Malayer, Iran