Green purchasing, environmental concern, and subjective knowledge in Saudi Arabia: The moderating effect of green skepticism

The main objective of this research is to examine the effect of environmental concern, subjective environmental knowledge towards green purchasing intentions. Also, this study has examined the moderation role of green skepticism towards these relationships. The population of this research is consumers of green purchasing in Saudi Arabia’s manufacturing industry. The quantitative approach using convenience sampling has been used for data collection. The PLS-SEM using SmartPLS 3.2.8 was used. Environmental concern has a significantly positive effect on green purchasing intention while significantly negative effect on subjective environmental knowledge and lastly, subjective environmental knowledge has significantly positive effect on green purchasing intention. Furthermore, green skepticism does not moderate the effect of subjective environmental knowledge on green purchasing intention and the effect of environmental concern on subjective environmental knowledge; however, green skepticism significantly decreases the effect of environmental concern on green purchase intention. The managers are recommended to provide environmental programs towards consumers that can increase their environmental concerns and lead to gaining proper knowledge and awareness.