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Article history: Received: September 18, 2020 Received in revised format: November 18 2020 Accepted: December 12, 2020 Available online: December 12, 2020 This research intends to explore the relationship between subjective and objective environmental knowledge and green products purchase intention and if green products purchase intention leads to green products actual purchase behavior in the context of UAE consumers. It also intends to explore the moderating effect of Price consciousness on the relationship between green products purchase intention and green products actual purchase behavior. A self-administered questionnaire used to collect the data about the study variables, 186 respondents from UAE participated in this research and data analyzed using Statistical Package for Social Sciences (SPSS) version 22. The findings of this research indicate that Subjective and Objective Environmental Knowledge were determinants of Green Products Purchase Intention, and that Purchase Intention was positively and significantly associated with actual Purchase Behavior. No significant relationship found of price consciousness as a moderator. © 2021 by the authors; licensee Growing Science, Canada

management science letters

The moderating effect of price consciousness on the relationship between green products purchase intention and customers’ purchase behavior: Does environmental knowledge matters? ,