UNDERSTANDING THE DRIVERS OF GENERATION Y CONSUMERS’ GREEN PURCHASE INTENTION: PRICE SENSITIVITY AS A MODERATING VARIABLE

Year 2018, Volume: 7 Issue: 1, 89 - 100, 30.03.2018

Melek Erdil

https://doi.org/10.17261/Pressacademia.2018.798

Abstract

Purpose – The purpose of this study is to test the moderating
effect of price sensitivity on the relationship between environmental
knowledge, environmental concern, environmental attitude and Generation Y
consumers’ green purchase intention.  

Methodology – A quantitative approach was used for data gathering.
Data collection was conducted through online questionnaires filled out by 260
Generation Y consumers who were born between 1977 and 1994. Multiple regression
analysis and hierarchical regression analysis were applied to test the
hypotheses.

Findings- The results revealed that environmental concern and
environmental attitude have a significant effect on the green purchase
intention of Generation Y consumers. Price sensitivity of Generation Y
consumers moderates the relationship between environmental concern,
environmental attitude and green purchase intention.

Conclusion- The results created an understanding of the factors
that influence green purchase intention within the scope of consumer behavior
and serve as the information for marketers to drive sales and increase market
share through appropriate marketing strategies.

Keywords

Environmental attitude, environmental concern, green marketing, green purchase intentions, price sensitivity

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