Abstract
The purpose of this study is to identify the key factors influencing green product’s purchase intentions of the population of Malaysia, specifically in the town of Petaling Jaya in the state of Selangor. It also aims to enhance the relationship between green product purchasing intention and its antecedents such as price, quality and advertisement. The research design chosen for this research is quantitative and data were collected from 150 respondents residing in same state through questionnaires survey. The statistical results showed that without existence of environment knowledge as moderator variable, there are no significant relationship between independent variables (perceived price, perceived quality and advertisement endorsement) and dependent variable (green products purchasing intention). The research proved that environmental knowledge play a significant role in moderating the relation between price and purchase intention, quality and purchase intention and advertisement and purchase intention.
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