The environmental degradation caused by industries has triggered consumers to shift their consumption of conventional products to green products. Despite the government's efforts to promote green products, the consumption of green products is still scarce due to the low level of awareness of the healthy environment and green concept among consumers in Malaysia. Considering limited studies regarding green purchase intention in Malaysia, this study specifically focuses on investigating the influence of perceived determinants (attitude, subjective norms, perceived environmental concern, perceived environmental knowledge, perceived consumer effectiveness and government green initiatives) on consumers’ intentions to purchase green products and the moderating effect of price sensitivity. The study outcomes will benefit manufacturers, marketers, policymakers, and academicians.
Examining the Moderating Effect of Price Sensitivity on the Relationship between Perceived Determinants and Intention to Purchase Green Products: Insights from Malaysian Consumers. A Conceptual Study
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