Examining the Moderating Effect of Green Product Knowledge on Green Product Advertising and Green Product Purchase Intention: A Study Using SmartPLS SEM Approach

Abstract

Green products are essential for future and present generations, as they are safe for the environment and once disposed will easily get recycled. The world has recognised this fact and there has been lot of research on this as it is the future. The present study is an attempt to understand how much of knowledge about green products and its association with green product advertising leads to green product purchase, and how much of knowledge and attitude effect purchase intension. Prior research on this model has been conducted by Dr Suki, entitled “Green product purchase intention: impact of green brands, attitude, and knowledge,” in Malaysia, this research focuses on consumers of Uttarakhand in India. Results were similar except the moderating effect was not significant in prior research, but this research revealed that moderating effect was statistically significant.