Mediating Factors Influencing the Relationship Between Environmental Knowledge and Intention to Purchase Eco-Friendly Products in Tunisia

In an era where environmental concerns are on the rise, and societal awareness of humanity’s impact on the Earth and its ecosystems is growing, this study aims to address a pivotal question: what are the mediating factors that play a significant role in the relationship between environmental knowledge and intention to purchase eco-friendly products in the Tunisian context? Employing a quantitative approach by surveying 218 respondents, the research utilizes SPSS for scale purification and AMOS for structural equation modeling (SEM). Findings underscore the significant influence of environmental knowledge, attitude towards green products, social influence, and green trust on consumers’ intentions to purchase green products in Tunisia. Consequently, these insights offer guidance for marketers, policymakers, and businesses seeking to promote sustainable consumption practices in Tunisia.