International Journal For Multidisciplinary Research

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The Moderating Role of Price Sensitivity on the Relationship between Consumers Environmental Knowledge and Green Purchase Intentions

Author(s) Ms. Bhabya Singh, Dr. Pushpa Suryavanshi
Country India
Abstract Abstract
Research Objective: To assess the impact of Environmental Knowledge on Green Purchase Intentions.
To empirically investigates the moderating effects of price sensitivity on consumers green knowledge and their subsequent purchase intention.
Methodology: This study uses a survey method with a structured 5-point Likert scale questionnaire to gather cross-sectional data from customers utilizing a quantitative and descriptive research design. 153 eligible people in Sagar District were surveyed using a purposive sample technique. Fifteen items on price sensitivity, green buying intention, and environmental knowledge were included in the questionnaire. Quantitative analysis is done by using reliability, correlation, regression, and moderation analysis with SPSS software.
Key Findings: Green purchase intention is significantly positively impacted by environmental awareness (β = 0.581).
Purchase intention and environmental knowledge have a strong positive association (r = 0.69).
Green purchase intention is negatively impacted by price sensitivity (r = -0.32).
Price sensitivity considerably diminishes and moderates the association (β = -0.157).
Moderation increases the model's explanatory ability (R2 from 0.471 to 0.538).
Conclusion: Environmental knowledge enhances green purchasing behavior. However, high price sensitivity reduces this effect because by raising understanding and responsibility for the environment, environmental education favorably affects consumers' intention to buy green items. High price sensitivity, however, undermines this link since consumers who are environmentally conscious may steer clear of green items if they think they are costly.
Keywords Keywords: Environmental Knowledge, Price Sensitivity, Green Purchase Intention, Moderating Effect.
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-15
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.78297
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