Exploring Intention to Purchase Green Products Using the Theory of Reasoned Action: Testing the Moderating Effect of Price Sensitivity

As the value of sustainability becomes more obvious to both consumers and businesses, numerous factors remain crucial in the consumer decision-making process. Price is one of the most important variables affecting customers’ decisions to buy green products. This study aims to investigate some of the factors influencing consumers’ intention to purchase green products. Employing the theory of reasoned action (TRA), this study seeks to explain how some determinants—such as attitude, subjective norm, perceived environmental concern, and government green initiatives—affect consumers’ intentions to purchase green products. It also seeks to ascertain whether price sensitivity affects how strongly consumers’ intentions to buy and their precepts are related. Using structural equation modeling (PLS-SEM), 384 survey responses from millennial consumers in Malaysia were analyzed using the research model. The study discovered that attitude, subjective norms, and perceived environmental concerns significantly influence consumers’ intentions to purchase green products. Aside from subjective norms, price sensitivity significantly moderates the correlation between these factors and purchase intention. The paper has some theoretical and practical implications, which are set out in detail in the last section. Some examples of the theoretical implications discussed in the last section include the advancement of existing knowledge in the field and the development of new theoretical frameworks. On the practical side, the paper’s implications may include recommendations for policy changes or suggestions for improving current practices in a green industry.