Antecedents of Green Consumption Behavior: A Mediated Moderation through Environmental Attitude and Price Sensitivity

Abstract

Green consumption studies have greatly advanced in recent years. This study investigates the factors affecting green consumption behavior in Lebanon. These factors include environmental knowledge, environmental responsibility, and environmental attitude. Moreover, this study analyzes the mediate effect of environmental attitude as well as the moderate effect of price sensitivity on the relationship between the examined variables. To achieve the current research objectives, the current research uses a quantitative research method by analyzing data from 310 respondents. The findings of this study reveal a positive effect of environmental knowledge, environmental responsibility, and environmental attitude on green consumption behavior. The findings also reveal that environmental attitude partially mediates the relationship among the examined variables. Likewise, the results show that price sensitivity negatively moderates the relationship between environmental knowledge, environmental responsibility, and green consumption behavior. This study enhances marketing literature and guides marketers about the crucial factors influencing green consumption behavior.