Consumer readiness for green consumption: The role of green awareness as a moderator of the relationship between green attitudes and purchase intentions

The present study examines the determinants that impact customers' choices to buy environmentally friendly products, addressing a significant gap in current scholarly research. This concept suggests that cognitive variables, customer individual attributes, and societal factors play a crucial role in influencing consumers' inclinations to engage in environmentally friendly purchasing. Based on 780 total valid respondents, current research tests the given hypotheses by conducting a covariance-based SEM. Using SMART PLS4 software, the study measures and analyses these linkages quantitatively. The findings emphasize the significant influence of customers' environmentally conscious attitudes and awareness on their inclination to buy eco-friendly products. Moreover, the study uncovers a significant moderating impact of environmental awareness in connecting pro-environmental sentiments to consumer purchasing behavior. However, research determines that other variables such as green P's, logistics, production, and technology do not have a substantial impact on intentions to make environmentally friendly purchases. These findings offer useful insights for organizations aiming to promote eco-friendly products, highlighting the importance of consumer attitudes and awareness in influencing intentions to make green purchases.