The Moderating Effect of Price Sensitivity on the Relationship between Consumers Environmental Knowledge and Green Purchase Intentions

Abstract

Abstract

The aim of the paper was to examine the relationship between environmental knowledge and green purchase intentions with price sensitivity as a moderating variable. Structural equation modelling was employed for examining the relationship via Amos software. The findings revealed that environmental knowledge had significant positive impact on green purchase intentions. The Price sensitivity does not moderate the relationship. This study is an extension of the theory of planned behaviour that explores the eco-knowledge with presupposition to assess cognitive disparity in green purchase intention and attitude. This study contributes to the literature by exploring the motives behind consumer ecological perceptual knowledge with varying level of price. It is recommended for future research to broaden the study setting in other regions of Pakistan for understating a whole picture of environmental knowledge, price sensitivity and green purchase intentions. Longitudinal study in future research can better help in identifying the variations caused by price changes in consumer eco-knowledge with reference to purchase intentions of green products.

      Keywords: green consumption, eco-knowledge. price sensitivity, green purchase intention