Sustainable Choices, Consumer Voices: A deep dive into Green Agricultural Products Purchase Intentions

This study explores the relationships among environmental concern (ENVCO), perceived product quality (PPQU), price sensitivity (PRSEN), and consumer green agricultural products purchase intentions (GAPPI). A total of 350 valid responses were collected and analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach. The empirical results reveal that ENVCO, PPQU, and PRSEN each have a significant positive impact on GAPPI. Furthermore, PPQU and PRSEN were found to positively mediate the relationship between ENVCO and GAPPI, underscoring their important bridging roles. By identifying the direct and mediating effects of perceived product quality and price sensitivity, the study deepens the understanding of the mechanisms through which environmental concern translates into sustainable consumer behavior. This research makes a notable contribution to the extant literature by integrating product quality and price sensitivity as mediators in the green consumer behavior framework, areas that have previously received limited attention. Practical implications suggest that marketers and policymakers should focus on enhancing product quality perceptions and offering competitively priced green agricultural products to drive consumer adoption. Future research directions are also proposed, particularly the need to validate the findings across different cultural and economic settings. Overall, the study advances knowledge in green marketing and sustainable consumption behavior.