Factors Explaining Green Purchase Intentions with Moderating Effect of Environmental Knowledge : Comparative Evidence from Islamic Perspective

Purpose- The principal focus of this research paper is to investigate and comprehend the factors explaining green purchase behaviors in Islamic countries viz Pakistan and Jordan and compare their green behaviors. The second facet of the research is to test the moderating effect of environmental knowledge on hypothesized model of the green purchase intentions in Islamic environments.Design/methodology/approach-The constructs employed for the research have been taken from previously developed and used in research studies. A pilot survey of 30 respondents was conducted to check the reliability of the constructs. The hypothesized model was developed on the basis of literature and tested through correlation analysis followed by regression to see the moderating role of environmental knowledge. Findings- The findings of the research reveal that the Green Purchase Intentions are influenced by Price and Quality of Products, Perceived Threat to Local and Global Environment, Past Environmentally Friendly Behaviors of the consumers. The moderating role of environmental knowledge was also confirmed, however the degree of moderation was stronger for P&Q and EK in both Pakistan and Jordan vis-a-vis other predictor variables.Research Limitations/implications- The current research has been conducted with limited sample size of 301 both from Pakistan and Jordan, the future research should be conducted with larger sample size to generalize the results. The future research endeavors should also focus on the specific green products to make the findings more reliable and valid. For sake of parsimony, the theoretical framework encompasses few predictor variables and palpably discounts some other predictors of criterion variable under study.Practical implications- Among the Antecedents of green purchase intentions under study, Price and Quality of products posit significant influence on eco-behaviours of consumers in both the Islamic countries. Therefore managers must take note of the Price and Quality dimension of the Green Products to imbibe the Green purchase behaviors. Originality/value- This is the pioneer paper that compares the green purchase behaviors of Islamic countries viz Pakistan and Jordan with the moderating effects of Environmental Knowledge