The Dynamics of Green Behaviour in Egypt and Jordan: Financial Attitude, Price Sensitivity and Greenwashing Effects

Abstract

This research utilised Value–Belief–Norm theory (VBN) to develop a conceptual framework to test the impact of environmental consciousness on green purchasing behaviour through financial attitude. In addition, this study tested the moderating role of price sensitivity and greenwashing on the indirect impact of environmental consciousness on green purchasing behaviour through financial attitude among consumers in Egypt and Jordan. The study employs a cross-sectional questionnaire using a Likert scale to collect 828 and 776 valid responses from Egypt and Jordan, respectively. The data were analysed using Structural Equation Modelling (SEM). The results revealed that financial attitude positively mediates the link between environmental consciousness and green behaviour, while price sensitivity and greenwashing significantly moderate the indirect relationship between environmental consciousness and green purchasing behaviour through financial attitude in both Egypt and Jordan. The study extends VBN through contextualising its abstract ideas into the research variables and testing it in two developing economies. In addition, it enhances understanding of the barriers to and enablers of green purchasing behaviour and offers actionable recommendations for businesses to improve the transparency and affordability of green products, while guiding policymakers on designing targeted incentives and regulations to foster sustainable consumption.