IMPACT OF PERCEIVED BEHAVIORAL CONTROL ON GREEN SPECIALTY GOOD'S PURCHASE INTENTION – MODERATING EFFECT OF GREEN PRODUCT KNOWLEDGE

Abstract Many factors influence consumers’ purchase intention, but which of these many factors is more significant in consumers’ green purchase intention is a significant question to be asked and proved right. The present study attempts to understand how perceived behavioral control influences the green purchase intention of consumers who use specialty goods in their life. The association between perceived behavioral control and green purchasing intention was also examined, using green product knowledge as a potential moderator. Data from 386 randomly selected samples were analyzed using a structural equation model based on partial least squares. The results indicate that customers' green purchasing intentions are affected by their sense of behavioral control, and that knowledge about green products has the potential to attenuate this link even further. The study concludes with a discussion of its findings and some suggestions for further research