Antecedents of Green Purchase Intention: A Case of Biratnagar, Nepal

The current research aims to examine the factors that affect green purchase intention. It investigates the influence of green prices, green advertisements, green perceived value, and environmental knowledge on green purchasing intention. Data were collected from 261 Nepalese individuals from Biratnagar through a self-administered questionnaire to collect cross-sectional data. Structural equation modelling with Amos 21 was used to examine the data. The findings of the study show that green pricing does not significantly affect the green purchase intention unless the product is considered as environmentally friendly. The green advertisement plays a crucial role in shaping consumers’ attitudes. The green perceived value showed a significant impact on the green purchase intention and the environmental knowledge is an important determinant as well. The study contributed immensely to the current body of knowledge in the current time and space context. The research has implications for researchers, marketers and policymakers.