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Determinants of Green Product Demand: Understanding Green Purchase Intentions Among Youth

In: Positive Performativity and Transformative Management Research

Author

Listed:
  • Mariam K. Darwesh

    (The German University)

  • Hebatallah Ghoneim

    (The German University)

Abstract

This study investigates the impact of price sensitivity on green purchase intention of consumers being university students between the ages 18 to 27, with a particular focus on how different types of green products moderate this relationship. Data were collected through a self-administered questionnaire and analyzed using Ordinary Least Squares (OLS) regression. The findings reveal that price sensitivity and environmental knowledge do not significantly influence green purchase intention. However, environmental concern and social pressure play a significant role in shaping consumers’ intention to purchase green products. Additionally, the type of green product moderates the relationship between price sensitivity and green purchase intention. This research makes three key contributions. First, it introduces price sensitivity as an independent variable, an aspect rarely explored in previous studies. Second, it specifically targets consumers aged 18 to 27—a demographic with the potential to shape future consumption patterns. Third, it addresses the limited understanding of how different types of green products influence consumers’ price sensitivity and green purchase intention.

Suggested Citation

  • Mariam K. Darwesh & Hebatallah Ghoneim, 2026. "Determinants of Green Product Demand: Understanding Green Purchase Intentions Among Youth," Springer Proceedings in Business and Economics, in: Hebatallah Ghoneim & José Iparraguirre & Martin Walther & Rasha S. Hassan & Noha Amer & Noha Ghazy (ed.), Positive Performativity and Transformative Management Research, pages 295-319, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-11198-2_12
    DOI: 10.1007/978-3-032-11198-2_12
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