The Influence of Environmental Consciousness and Environmental Attitude on Green Purchase Intention: the Moderating Effect of Price Sensitivity

Abstract

This paper aims to explore the relationship between environmental consciousness and environmental attitude and green purchase intention in Lebanon. Moreover, this study analyzes the moderate effect of price sensitivity on the relationship. To meet the aims of the present study, a quantitative research approach is used, with data from 150 respondents analyzed. The findings of this study reveal a positive effect of environmental consciousness and environmental attitude on green purchase intention. Similarly, the outcome demonstrates that price sensitivity negatively moderates the relationship between environmental consciousness and environmental attitude on the desire to make green purchases. This study informs marketers about the critical elements affecting green buying intention and adds to the body of research in the field of marketing on the aspects influencing green purchase intention.