Abstract
The purpose of the study is to empirically investigate the relationship between environmental concern and environmental knowledge on consumers' intention to buy green products in Indian context. Based on 220 samples, the study also tries to find out the moderating effect of price and availability of eco-friendly products on intention of consumers' to buy green. The result showed that the price of green products weakens the positive relationship between environmental concern, environmental knowledge and Indian consumers' intention to buy green products. Further, availably of the green products strengthen the positive relationship between environmental concern, environmental knowledge and Indian consumers' intention to buy green products. The results from this study help explain the attitude-behaviour gap in green consumption behaviour: why consumers may have an intention to behave in an environmentally friendly way but then do not engage in the actual behaviours. It gives insights to devise marketing strategies to encourage consumers' green buying behaviour.
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