Abstract
The main aim of this research is to explore the impact of personal and social factors on the behavior of purchasing green products through analytical research on students of the University of Baghdad. Search consultation, admiration and approval. Whereas, social factors refer to conditions or situations that affect people's lifestyle and well-being. Such as economic situation, education, political system, and health care system.The analytical descriptive approach was used on the theoretical side, the literature was reviewed, and on the practical side, a questionnaire was distributed by hand to a random sample of Baghdad University students, and data was collected, as the number of valid questionnaires for research reached 262, then the researcher applied descriptive analyzes, factor analysis, correlation and regression analysis to examine the relationship between the variables used in research. This research concluded that there is a positive effect of personal factors, consultation, admiration and approval on the behavior of buying green products among students of the University of Baghdad. It was also found that there is a positive relationship between the tendency to influence social factors and the behavior of buying green products among Baghdad University students.
