Green Products and Consumers’ Purchase Intention
Over the last few decades, concerns related to the environment and environmental issues have dramatically increased. In the ecologically conscious marketplace, consumers are more concerned than before about the environment and the effect of their purchasing behaviors. Hence, knowledge of green consumer purchase intention is important for both environmental and business reasons. This research employs the questionnaire survey method to examine the hypotheses. Structural equation modeling (SEM) is applied to test the research model. Through the results of this study; environmental knowledge, perceived consumer effectiveness, and marketing communication have a significant positive influence on consumers’ environmental purchase intention. However, subjective norms do not directly influence green purchase intention.
Key Words - Environmental knowledge, Green purchase intention, Perceived Consumer Effectiveness, Green marketing.