Examining the Impact of Environmental-Beliefs on Green Purchase Intentions Via Price Sensitivity as Moderator

Abstract

Based on the theory of planned behavior this research investigates the role of ecological belief system on green purchase intentions with role of price sensitivity as moderator. Deviations in consumer behavior regarding green consumption patterns is the key issue for marketers in understating the unseen motives behind the green purchase intentions of their target market. An adapted questionnaire with closed ended questions were distributed via multi-stage sampling technique in Khyber Pakhtunkhwa, Pakistan. Findings from Amos software using structural equation modeling suggested strong impact of environmental beliefs on green purchase intentions. Further, price sensitivity moderates the relationship between environmental beliefs and green purchase intentions. This study contributes to the literature by initiating a proposed model that helps in alleviating the disparity between consumer intended and actual purchase behavior through environmental beliefs and green purchase intentions with price variations of green products.

Keywords: Environmental beliefs. Green purchase intentions. Price sensitivity.