Encouraging green product purchase: Green value and environmental knowledge as moderators of attitude and behavior relationship

Abstract Green purchase behavior is evolving and is of growing interest to academic and business circles. To encourage the adoption of green products, it is important to identify moderators that can enhance the consistency between attitude and behavior in the consumption of green products. Within this scope, the moderating effect of psychological factors, that is, green value and environmental knowledge on the link between green purchase attitude and behavior, is investigated. More specifically, this study proposed that green value and environmental knowledge simultaneously moderated the effect of attitude on behavior in relation to green purchase. A data set of 447 samples in Thailand collected through a personal survey method was analyzed. The results from Hayes' PROCESS technique shows that attitude toward green purchase is a weak predictor of green purchasing behavior. However, with low degree of green value and high degree environmental knowledge, green purchase attitude elicited the strongest effect on behavior.