Determinants of Purchase Intention for Green Consumer Durables: Investigating the Moderating Role of Price Sensitivity

Drawing upon the theory of planned behavior, the present study investigates the antecedents (perceived value, media exposure, and environmental knowledge) of customer intention toward purchasing green durables. Secondarily, this study also examines whether the driver effect of the precursors of customers’ sustainable purchase intention varies across different levels of their price sensitivity. A mall-intercept survey method was used to acquire data from 261 respondents from India’s National Capital Region, and the relationships were tested using PLS-SEM. The findings reveal that perceived value, media exposure, and environmental knowledge positively impact customer buying intention of green durables. Also, price sensitivity negatively moderates the relationship between media exposure and purchase intention. These results afford critical insights to marketers and policymakers regarding the driving factors of customer intention to purchase eco-friendly durables.