From Decision to Run: The Moderating Role of Green Skepticism

This paper examines the impact of corporate ability, environmental attitude, and environmental knowledge on consumers’ purchase intentions, information seeking, and actual green purchase behavior; additionally, green skepticism is examined as a moderator of these relationships. A sample of Gokarn’s organic products consumers, in Tehran, is used. The structural model is examined by the partial least squares approach by using Smart PLS 2.0 software. The findings suggest that environment attitude and corporate ability are the main factors in building green purchase intentions and information seeking, while environmental knowledge is not a significant predictor. The results show that green skepticism has a significant moderation impact on the relationship between corporate ability and environmental knowledge, and information seeking.