Green purchase intention in omnichannel retailing: role of environmental knowledge and price sensitivity

This study explores how cross-channel integration influences consumers' green purchase intention, specifically through psychological ownership, consumer skepticism, environmental knowledge, and price sensitivity. We collected data from Indian consumers, using an online questionnaire survey method. The data was collected from consumers using an online survey. The data were analyzed using mediation and moderated mediation models. Findings suggest that an increase in cross-channel integration does enhance consumers' green purchase intention and that there is a significant mediating role of both consumer skepticism and psychological ownership. The results show that while environmental knowledge positively moderates the mediating path via psychological ownership at all levels (i.e. from low to high), it does not moderate the mediating path via consumer skepticism. Moreover, price sensitivity negatively moderates the mediating path via psychological ownership at all levels from low to high, while price sensitivity positively moderates the mediating path via consumer skepticism at all levels from low to high.