The influence of environmental consciousness and environmental attitude on green purchase intention: the moderating effect of price sensitivity

Abstract

This paper explores the relationship between environmental consciousness, environmental attitude, and green purchase intention in Lebanon, and analyses the moderating effect of price sensitivity on these relationships. A quantitative research approach was used, analysing data from 150 respondents. The findings reveal a positive effect of environmental consciousness and environmental attitude on green purchase intention, and show that price sensitivity negatively moderates the relationships between environmental consciousness and environmental attitude and the intention to make green purchases. The study informs marketers about the critical factors affecting green purchase intention and adds to the marketing literature on the determinants of green purchase intention.