The Effects of Environmental Knowledge, Green Brand Image, and Attitude towards Green Products on Purchase Intention: The Moderating Role of Perceived Risk

In the current era, there is a notable level of concern surrounding the environment as a result of various environmental issues, including pollution, global warming, and the accumulation of non-recyclable solid waste. The growing recognition of environmentally friendly products and the corresponding marketing efforts have amplified the attentiveness of both marketers and consumers. Environmental issues are of great significance in the modern world and are a primary concern for humanity. The intent of this study is to investigate the interconnected dynamics between environmental knowledge, green brand images, and attitudes towards green products, and how they collectively impact consumers' intention to purchase green products. Understanding the intricate relationships among these factors is essential for both businesses and policymakers to develop effective strategies that encourage sustainable consumer behavior. Additionally, we will be conducting an analysis on the moderating effect of perceived green risk on the correlation between attitudes towards green products and intentions to make green purchases. The data utilized in this study was obtained from a sample of 228 individuals residing in Northern Cyprus. Based on the analysis performed utilizing the available data, the findings demonstrate that Environmental Knowledge, Green Brand Image, and Attitude towards Green Products exert favorable influences on the intention to purchase environmentally friendly products. Furthermore, the association between individuals' Attitude towards Green Products and their Green Purchase Intention remains unaffected by Green Perceived Risk moderating influence. The final chapter of this research encompasses a comprehensive examination of the constraints inherent in this study, as well as the managerial implications and suggestions for future investigations pertaining to the subject matter at hand. Keywords: Environmental Knowledge, Green Brand Image, Attitude towards Green Products, Green Perceived Risk, Green Purchase Intention, Northern Cyprus.