The issue of protecting the environment has caused consumers to rethink the products they buy. Consumers' health and environmental concerns increase the demand for organic green goods. This perspective forces businesses to create organic green goods using sustainable practices. There is little research on green marketing tools and consumers' subjective norms towards organic green products. This study investigates the effect of green marketing tools on their purchase intention according to the factor of subjective norms of consumers. The statistical population of the current research consists of the customers of the stores under the supervision of the Organic Association of Iran located in Tehran. A total of 250 customers were selected as research samples. In order to check the hypotheses of the research by SMART-PLS software, structural equation analysis and partial least squares (PLS) method was used. According to the results obtained from the path coefficient and t-statistics, it can be said that the effect of green marketing tools (brand environmental, environmental label and environmental advertising) on the behavioral intention to buy green according to the mediating role of positive and meaningful subjective norms, because the obtained path coefficient is positive. Therefore, managers of organic stores should pay attention to identifying the most acceptable green marketing strategy in order to guide green shopping behavior and satisfy the needs and demands of customers.

Introduction (Times New Roman, 12 Bold)
Subjective norms are strongly influenced by norms that a person considers important in their life, such as colleagues, family members, friends, and superiors. (1991, Ajzen). A subjective norm is a social pressure that a person behaves in a certain way. Normative behavior that decides how a person behaves in a particular situation is influenced by motivation. The motivation in such a situation will be to agree with the opinions of others. To adhere to the subjective norm created by social pressure (friends, colleagues, peers and society), a person must conform to the opinions of outsiders and not behave differently (2020, La Barbera and Ajzen). However, considering the mediating effect of subjective norm provides a more constructive picture of specific behavior (Roy et al., 2017). Although considerable research has been conducted to investigate the decision-making process of consumers, the findings related to the behavioral intention of consumers are contradictory (Yadav and Pathak, 2017). Previous studies have tried to investigate service-related factors and how they influence consumer decision-making and behavioral intention in the Asian region (Gursoy et al., 2019). Recent evidence suggests that the way in which green marketing tools can shape consumers' behavioral intentions is still unexplored and requires in-depth investigation .Previous studies in developing countries emphasize the importance of green movements and consumers' environmental awareness (Liu et al., 2018; Yang et al., 2019). Regarding theoretical applications in green marketing strategies, very limited studies empirically examine theoretical relationships in this field, leading to a gap in the literature that needs to be addressed. In addition, previous studies have not yet investigated the effects of green marketing tools on behavioral intention through subjective norms to promote green marketing strategy, especially in organic products. Therefore, this study intends to address this gap by examining the role of green marketing tools on behavioral intention through subjective norms. In fact, the current research seeks to determine how green marketing tools affect the willingness of consumers of green products under the supervision of the Iranian Organic Association to buy green, taking into account the variable of subjective norms.

The design of this research is a descriptive-survey design, because by using a questionnaire, an attempt is made to examine the relationship between green marketing tools and green purchase intention, relying on the mediating role of mental norms. The statistical population includes the customers of the stores under the supervision of the Organic Association of Iran located in Tehran, who were selected by available sampling method. By referring to the Iranian Organic Association, the list and addresses of stores under the supervision of this association, with the cooperation of 32 existing stores, an average of 10 research samples were selected from each store, and a total of 250 complete questionnaires were collected and analyzed. Considering that the general framework of the questionnaire questions is based on Merrils et al.'s (2009) Brand Questionnaire, Ghasemi's Advertising Effectiveness Questionnaire (2013), Abedin and Salim's Environmental Response Questionnaire (2011), Kim's Behavioral Intention Questionnaire (2008) and Mental Norms Questionnaire It is by Shams Qahfarkhi (2013) and has the necessary validity to a large extent. Also, to fully ensure the validity of the questionnaire, the opinions of experts in this field were used and the necessary corrections were included. In order to investigate the main purpose of the research, Spss23 software was used to determine the normality of the data and to evaluate the conceptual model of the research, structural equation modeling was used with smart pls 3 software.
Conclusion
The present study was conducted in order to investigate the mediating role of subjective norms in the relationship between green marketing tools and behavioral intention to buy green. The results of the research showed that green marketing tools have a positive effect on the behavioral intention to buy green both directly and indirectly through mental norms. Analytical findings showed that green marketing tools indirectly affect the behavioral intention to buy green through mental norms.
but it is not aligned with the research results of Groing et al. (2018) and Rahbar and Vahid (2011). The findings of this study deal with the three-dimensional determinants of green marketing tools: (1) environmental labels; (2) environmental brands; and (3) environmental advertising that affects the general buying behavior of green product customers of stores under the supervision of Iran Organic Association. It is necessary for marketers to create marketing plans related to the structures of 3D green marketing tools. Therefore, sellers and marketers should encourage consumers to buy organic products through educational and advertising programs that focus on the importance of environmental performance of products. Also, with environmental labeling, it is possible to increase consumer awareness while showing the company's commitments. In fact, the main purpose of the environmental label is to provide information on the environmental performance of other products.

Therefore, it is concluded that green marketing tools have a positive and significant effect on consumer mental norms. The results of this study are in line with the findings of Siu et al. (2021), Fature Chi et al. . In explaining this finding, it can be said that the position of the community is of particular importance for customers. Social pressure encourages consumers to buy green products. Green product manufacturers should increase environmental awareness among consumers by green branding, because such activities increase the understanding of green benefits and develop relationships between consumers and the green brand.
The results of the third hypothesis show that mental norms have a positive and meaningful effect on the behavioral intention to buy green, and the third hypothesis of the research is confirmed. The results of this study are in line with the findings of Siu et al. (2021), Cheraghi et al. Mental norms are a reflection of social pressure that is perceived by customers and leads to the formation of a certain behavior. If customers are confident about the performance of green products and have a positive mentality and feeling, they will buy. Mental norms are the immediate determinants of performing a behavior. Because subjective norms measure the influence of others on behavior. If the customers of organic products believe that the way of thinking of others about organic products is good, then their intention to buy organic products will increase.
Finally, the fourth hypothesis, which expresses the mediating role of subjective norms in the relationship between green marketing tools and the behavioral intention to buy green, and is in line with the study of Siu et al. (2021), was also accepted. Most consumers are aware of existing environmental problems. Therefore, before buying, they look for information about the product or service, which must have environmentally friendly features in its production and commercialization. In addition, the company providing the product is also evaluated in terms of image and reputation. These aspects influence the purchasing decisions of consumers. For this reason, green marketing is a strategy that companies can use to create a competitive advantage.
The findings of this study have implications for managers of organic stores in Iran to develop strategies with the view of preserving the environment of society to promote green shopping behavior among customers of organic stores. In addition, managers should also develop strategies related to green initiatives to drive green purchasing behavior. In the same way, managers of organic stores should pay attention to identifying the most acceptable green marketing strategy in order to satisfy the needs and demands of customers. The results of this study can help increase the attitude of green knowledge that may increase customers'