Abstract:

Purpose – The purpose of this study is to test the moderating effect of price sensitivity on the relationship between environmental knowledge, environmental concern, environmental attitude and Generation Y consumers’ green purchase intention. Methodology – A quantitative approach was used for data gathering. Data collection was conducted through online questionnaires filled out by 260 Generation Y consumers who were born between 1977 and 1994. Multiple regression analysis and hierarchical regression analysis were applied to test the hypotheses. Findings- The results revealed that environmental concern and environmental attitude have a significant effect on the green purchase intention of Generation Y consumers. Price sensitivity of Generation Y consumers moderates the relationship between environmental concern, environmental attitude and green purchase intention. Conclusion- The results created an understanding of the factors that influence green purchase intention within the scope of consumer behavior and serve as the information for marketers to drive sales and increase market share through appropriate marketing strategies.

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