This study aimed to identify the effect of factors affecting green consumption (barriers to purchase green food products, relationship to green food products, tendency to consume green food products) on green buying behavior. The descriptive analytical method was used in preparing this research through data collected in the field through survey lists that were distributed within the governorates of Greater Cairo. The study concluded by using the Pearson linear correlation coefficient to study the strength of the relationship and the direction of the correlation between the factors affecting green consumption (the independent variable) and green buying behavior (the dependent variable) that there is a medium direct correlation between the two variables It can be expressed by a two-way equation in two variables, it shows that there is a moderate direct correlation between the barriers to purchasing green products, the tendency to consume green products and the behavior of green purchasing, where the value of the Pearson coefficient for the two relationships indicated a positive average correlation with a value, respectively, at a significant level, while the results showed There is no correlation between the relationship with green products and green buying behavior. The study recommends the importance of moving towards spreading environmental awareness among the target customer audience to motivate them to adopt green behavior through holding seminars and conferences that discuss healthy dietary patterns and their impact on health and the environment, designing attractive advertising campaigns to display organic products "green products" with a focus on the values ​​of green consumption. , work
To increase the interest in knowing the brands of environmentally friendly products to support consumers' awareness and ensure its impact on their actual purchase decision.