Green supply chain: the impact of environmental knowledge on green purchasing intention

ABSTRACT A growing number of consumers are becoming environmentally conscious in their purchasing decisions, indicating their desire to protect the environment by emphasising products made from sustainable resources. This study investigates the effect of environmental knowledge on purchasing intentions in the Egyptian market, the extent to which the so-called green trust moderates this relationship, and the impact of green perceived quality and green satisfaction as mediation variables. We examine the relationship between these variables using data collected via a questionnaire. A total of 810 were collected in the largest cities of Egypt, and the resulting data were analysed using structural equation modelling. The results indicate there is no significant relationship between environmental knowledge and green purchase intentions; however, green perceived quality and green customer satisfaction significantly mediate the relationship between environmental knowledge and green purchase intentions. Here, we consider environmental knowledge as an independent variable; future studies could use other variables, such as motivation and green culture, to analyse this relationship.