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To buy or not to buy green: the moderating role of price and availability of eco-friendly products on green purchase intention

Author

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  • Preshita Neha Tudu
  • Vaibhav Mishra

Abstract

The purpose of the study is to empirically investigate the relationship between environmental concern and environmental knowledge on consumers' intention to buy green products in Indian context. Based on 220 samples, the study also tries to find out the moderating effect of price and availability of eco-friendly products on intention of consumers' to buy green. The result showed that the price of green products weakens the positive relationship between environmental concern, environmental knowledge and Indian consumers' intention to buy green products. Further, availably of the green products strengthen the positive relationship between environmental concern, environmental knowledge and Indian consumers' intention to buy green products. The results from this study help explain the attitude-behaviour gap in green consumption behaviour: why consumers may have an intention to behave in an environmentally friendly way but then do not engage in the actual behaviours. It gives insights to devise marketing strategies to encourage consumers' green buying behaviour.

Suggested Citation

  • Preshita Neha Tudu & Vaibhav Mishra, 2021. "To buy or not to buy green: the moderating role of price and availability of eco-friendly products on green purchase intention," International Journal of Economics and Business Research, Inderscience Enterprises Ltd, vol. 22(2/3), pages 240-255.
    • Handle: RePEc:ids:ijecbr:v:22:y:2021:i:2/3:p:240-255
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    Citations

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    Cited by:

    1. Hyesun Hwang & Harim Yeo, 2022. "Inconsistency between subjective propensity and practice of sustainable consumption: Impact of the consumers' values‐in‐behavior and social participation," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(6), pages 1796-1810, December.
    2. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Mohmmad H Alatawi, Fatmah, 2022. "Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Zhongfu Tan & Burhan Sadiq & Tayyeba Bashir & Hassan Mahmood & Yasir Rasool, 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust," Sustainability, MDPI, vol. 14(10), pages 1-15, May.

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