Attitude towards Green Brands and Green Purchase Intention: Moderating Role of Willingness to Pay Premium among Consumers in Kathmandu Valley

Purpose: The purpose of this study is to examine the moderating role of willingness to pay premium (WPPP) to attitude towards green brands (ATGB) and green purchase intention (GPI). Research Methods: This study applied a quantitative research method, employing a cross-sectional survey with purposive sampling to gather data from 254 environmentally conscious consumers in Kathmandu Valley. Data analysis was performed by employing Partial Least Squares Structural Equation Modeling (PLS-SEM). Finding: The findings indicate that ATGB and WTPP significantly and positively impact GPI. However, the result found that WTPP does not significantly moderate the relation between ATGB and GPI. Practical implications: This study could help managers to better understand consumer intention towards green brands and to develop effective marketing strategies that target consumers. Originality: This paper is one of the first studies to explain moderating role of willingness of pay premium in relationship between attitude towards green brands and purchase intention by applying the ST and TPB in the Nepali context. Keywords: Attitude towards green brands, green purchase intention, structural equation modelling, willingness to pay premium