Price sensitivity, government green interventions, and green product availability triggers intention toward buying green products
基于计划行为理论和消费价值理论，研究了价格敏感度、政府绿色干预和绿色产品可得性对印度消费者绿色购买意愿的影响，发现感知行为控制影响最大，41-50岁人群意愿较高，性别无显著差异。
Abstract In the 21st century, environmental problems are wreaking havoc, and sustainability is now of primary importance. Several external factors like population growth, industrialization, development, and overexploitation of natural resources play a crucial role in environmental degradation. Thus, the present study endeavors to explore the impact of price sensitivity, governments green interventions and green product availability on green buying intention through the lenses of the theory of planned behavior and the theory of consumption values. It also intends to examine the moderating effect of demographic factors on green buying intention. A cross‐sectional study was carried out. Responses were gathered through a self‐administered questionnaire‐based survey. The final data set of 708 respondents were subjected to structural equation modeling for hypothesis testing. Price sensitivity, government green interventions, and green product availability show negative and significant interaction effects. Perceived behavioral control shows a relatively more substantial impact on green buying intention. Indian consumers from the age group of 41–50 years relatively have higher intention toward green buying. Overall, gender does not reveal any different approaches to environmentally friendly products. Green marketers must focus on communicating the availability of green products to reduce perceived difficulty.