Elucidating the effects of environmental consciousness on green purchase behavior through the value-attitude-behavior model: Moderating role of price sensitivity
Environmental consciousness and green purchase behavior
DOI:
https://doi.org/10.33736/ijbs.8722.2025Keywords:
Attitude; Environmental consciousness; Green purchase behavior; Price sensitivityAbstract
This study examines consumers' green purchasing behavior through an extended value-attitude-behavior model. By using data collected from 486 Vietnamese who have purchased green products, the study reveals the influence of customers' value (environmental consciousness) on their general attitude toward the environment (pro-environmental attitude) and their specific attitude (attitude toward green products). Both attitudes would have positive effects on their green purchasing behavior. In addition, this study also explored that price sensitivity moderates with the relationship between both general and specific attitudes and green purchase behavior. These findings provide useful insights to be used by policymakers and business leaders in designing interventions that will inspire environmental values and attitudes in consumers, contributing towards a more responsible and greener future for consumerism within developing countries.
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