摘要：In spite of global awareness towards the environment and green marketing, evidences in Nigeria revealed that only 5% of the population is engaged in green purchase behavior. Nigerians are also facing problems such as inadequate green knowledge, lack of environmental consciousness, lack of government control, high price of green product and distrust towards green products. Hence, the objectives of this study are two-folds: (1) to examine the direct predictors (perceived green knowledge, perceived behavior control, green availability, green trust, and green price sensitivity) of green purchase intention and (2) to establish the mediating effect of environmental consciousness on the relationship between the above mentioned predictors and green purchase intention. This study uses quantitative method by distributing 150 questionnaires to lecturers in Nigerian universities. 102 datasets were returned representing 68 percent response rate. The screened data were analyzed using regression. The findings indicate that green availability is directly and significantly related to green purchase intention (β=.355, p<.001), while green price sensitivity is directly and significantly related to environmental consciousness (β=.377, p<.000). The relationship between green price sensitivity and green purchase intention is fully mediated by environmental consciousness. In conclusion, green purchase can be increased when there is abundance of green products. Nigerians also believe that high priced green products will increase their awareness towards environmental consciousness. Environmental consciousness plays a very significant mediating role in influencing the relationship between green price and green purchase intention.
关键词：Environmental Consciousness; Green Availability Green Trust; Green Price Sensitivity; Perceived Green Knowledge; Green Purchase Intention
