Determinants of Green Product Demand: Understanding Green Purchase Intentions Among Youth

Mariam K. Darwesh () and Hebatallah Ghoneim
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Mariam K. Darwesh: The German University

A chapter in Positive Performativity and Transformative Management Research, 2026, pp 295-319 from Springer

Abstract: Abstract This study investigates the impact of price sensitivity on green purchase intention of consumers being university students between the ages 18 to 27, with a particular focus on how different types of green products moderate this relationship. Data were collected through a self-administered questionnaire and analyzed using Ordinary Least Squares (OLS) regression. The findings reveal that price sensitivity and environmental knowledge do not significantly influence green purchase intention. However, environmental concern and social pressure play a significant role in shaping consumers’ intention to purchase green products. Additionally, the type of green product moderates the relationship between price sensitivity and green purchase intention. This research makes three key contributions. First, it introduces price sensitivity as an independent variable, an aspect rarely explored in previous studies. Second, it specifically targets consumers aged 18 to 27—a demographic with the potential to shape future consumption patterns. Third, it addresses the limited understanding of how different types of green products influence consumers’ price sensitivity and green purchase intention.

Keywords: Consumer Demand; Purchase Intention; Green Purchase Behavior; Green Consumer; Green Demand; Green Products; Eco-friendly; Price Sensitivity (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-11198-2_12

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DOI: 10.1007/978-3-032-11198-2_12

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