Organic green purchasing: Moderation of environmental protection emotion and price sensitivity

Abstract

Consumers' health and environmental concerns drive demands for organic green goods. This perspective compels businesses to create organic green goods using sustainable practices. Nevertheless, there is a paucity of research on the attitude-behavioral-context of customers toward organic green products. Therefore, the present work investigates the influence of factors, namely Green Skepticism, Altruistic and Egoistic Values, Perceived Consumer Effectiveness, and Environmental Involvement Influence on organic green purchase intention with mediating effect of green attitude and moderating effect of price sensitivity and Environmental Protection Emotion using the attitude-behavioral-context approach. Snowball sampling was used to collect 601 original survey responses from India, and the data were analyzed using structural equation modeling. The results show that (a) green skepticism had a directly negative impact on green attitude and purchase intention of the organic green product; (b) altruistic and egoistic values had a direct positive impact on green attitude and purchase intention; (c) perceived consumer effectiveness and environmental involvement directly impacted green attitude; however, it was unexpectedly discovered that these two factors do not impact purchase intention; (d) green attitude had a direct and positive mediating effect on purchase intention; (e) price sensitivity and environmental protection emotion had a positive moderation association between green attitude and intention. This study will be helpful to the marketers to develop new innovative strategies towards targeting organic green products.