FACTORS AFFECTING GREEN PURCHASE INTENTION FOR CONSUMERS IN THE MODERATION EFFECT OF PRICE SENSITIVITY

Abstract

As the world is witnessing a massive development in various fields, this development has caused severe damage to the environment and to the depletion of natural resources. As a result, environmental issues have become one of the most important concerns in the 21st century. Under these changes, companies and organizations around the world have started to call for the preservation of the environment and make the world a more suitable place to live, where a lot of businesses and organizations started to reconsider their social and ethical responsibilities in their marketing practices, by giving the environmental dimension prominent importance in their marketing strategies. Hence, a new trend in marketing has taken a place, known as green marketing, which is about giving a strong commitment to environmental responsibility in marketing activities. This research aimed at studying factors that influencing the intention for buying green products. For running this process, a questionnaire sample was distributed among 251 people in order to get a response regarding the factors that influence the green purchase intention. According to the findings, it was seen that Green advertising, Environmental Involvement and Subjective Norm influence the Green Purchase intention. The labelling hypothesis was rejected due to the lack of the respondents' perceiving. The moderation effect of price sensitivity could not be applied as it was removed from the model in the factor analysis.