ELUCIDATING THE EFFECTS OF ENVIRONMENTAL CONSCIOUSNESS ON GREEN PURCHASE BEHAVIOR THROUGH THE VALUE-ATTITUDE-BEHAVIOR MODEL: MODERATING ROLE OF PRICE SENSITIVITY

Abstract

This study examines consumers' green purchasing behavior through an extended value-attitude-behavior model. Using survey data from 486 Vietnamese consumers with prior experience purchasing green products, the study reveals the influence of customers' value (environmental consciousness) on their general attitude toward the environment (pro-environmental attitude) and their specific attitude (attitude toward green products). Both attitudes would have positive effects on their green purchasing behavior. Additionally, the study finds that price sensitivity significantly moderates the relationship between both general and specific attitudes and green purchase behavior. These findings provide useful insights to be used by policymakers and business leaders in designing interventions that will inspire environmental values and attitudes in consumers, contributing towards a more responsible and greener future for consumerism within developing countries.