Abstarct: Analyzing consumers’ behavior is always one of marketers concerns. Current research is one of the most complete and comprehensive studies on green consumers’ behavior in Iran. The purpose of this research is to analyze the purchasing behavior of Iranian green consumers. To achieve this aim, the most important green buying drivers of Iranian consumers were determined. A multi-factor model was proposed and several hypotheses were formed and tested using survey data gathered from 403 Iranian consumers. Results of this study suggest that Environmental Concern, Environmental Behavior, Perceived Quality, Perceived Effectiveness, Green Marketing and Price have a significant influence on purchasing behavior of Iranian green consumers. baxsed on research finding about consumers’ price sensitivity, it can be briefly noted that if consumers are sure about the products being green, they will pay more for them. Finally the conceptual model of effective factors in green purchasing behavior and path analyze by LISREL have been provided.