Abstract
Marketing managers keenly seek to understand the green market. However, insufficient information on how to foster consumers' green behavior is slowing the growth of green markets and becoming a barrier for firms when communicating strategies for effectively promoting green products. Therefore, this chapter attempts to examine the impact of environmental knowledge and cultural values on consumers' green purchase intentions. A survey was administered and a total of 200 valid questionnaires were obtained. Structural equation modeling (SEM) technique was used to assess the model. The finding shows that cultural values significantly related to green product purchase intention. The results also indicate environmental knowledge is not a significant factor influencing buying intention of green products. The discussions and implications of these findings are further elaborated.
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