Price Sensitivity and the Influence of Green Knowledge on Consumer Attitude and Purchase Intention in the Context of Sustainable Goods

Background and Objective - Legislators and organizations trying to encourage sustainable consumption as a result of evolving consumer tastes and economical limitations need to recognize how these issues interact. This study aimed to assess the relationship among price sensitivity (PS), green knowledge (GRK), female consumers attitude (CA), and purchase intention (PI) for sustainable goods. Methodology - Using a questionnaire of 250 female consumers, this study examines hypotheses related to the factors using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) methodology. Results - The connection among GRK and CA for sustainable goods is moderated by PS, with greater GRK increasing PI. Nevertheless, PS affects the desire of customers to pay charges. Conclusion - In an atmosphere of competition, this study emphasizes the influence of price strategies and awareness among female consumers while highlighting the significance of PS and GRK in encouraging sustainable consumption patterns.