Abstract
This research intends to explore the relationship between subjective and objective environmental knowledge and green products purchase intention and if green products purchase intention leads to green products actual purchase behavior in the context of UAE consumers. It also intends to explore the moderating effect of Price consciousness on the relationship between green products purchase intention and green products actual purchase behavior. A self-administered questionnaire used to collect the data about the study variables, 186 respondents from UAE participated in this research and data analyzed using Statistical Package for Social Sciences (SPSS) version 22. The findings of this research indicate that Subjective and Objective Environmental Knowledge were determinants of Green Products Purchase Intention, and that Purchase Intention was positively and significantly associated with actual Purchase Behavior. No significant relationship found of price consciousness as a moderator.
Highlights
Environmental concerns dominate marketing and management research, scholars investigated the antecedents of green marketing in attempts to explore the factors affecting the consumers to buy environmentally products
This research argue that objective knowledge is a major predictor of purchase behavior as compared to subjective knowledge, it proposes a negative effect of price consciousness as a moderator, i.e., this research proposes that price conscious customers will buy less of green products even though they are environmentally knowledgeable as compared to consumers
This research has intended to construct a valid and reliable scales of Subjective and Objective Environmental Knowledge, and to measure whether these factors can act as antecedents to green products purchase intention, which examined the relationship between green products purchase intention and actual purchase behavior and whether price consciousness moderates this relationship
Summary
Environmental concerns dominate marketing and management research, scholars investigated the antecedents of green marketing in attempts to explore the factors affecting the consumers to buy environmentally products This interest has emerged from scholarly works on the importance of protecting the environment, maintaining the natural resources, providing healthy products to people, and applying sustainable practices by companies (Al-Aomar & Hussain, 2018; Wang et al, 2019). These scholarly attempts gain significancy in recent years due to increased public concerns over climate change, pollution, world warming, waste, and excess use of the available natural resources due to enhanced buying power by consumers in many countries in the world (Degirmenci & Breitner; 2017; Al-Aomar & Hussain, 2018; Kaufmann et al, 2012; Raharjo; 2018). The findings of previous research are not conclusive in the link between environmental knowledge and purchase intention, that is; some research
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