RELIGIOSITY AND CONSUMER GREEN PURCHASE INTENTION IN ENUGU STATE NIGERIA:MODERATING EFFECT OF ENVIRONMENTAL CONCERN

Abstract

This study investigated religiosity and green purchase intention in Enugu State, Nigeria: The moderating effect of environmental concern.  Specifically the study examined whether religiosity has a significant effect on consumers’ green purchase intention in Enugu State, Nigeria; whether environmental concern has a significant effect on consumers’ green purchase intention in Enugu State, Nigeria; and whether environmental concern moderates the relationship between religiosity and consumers’ green purchase intention in Enugu State, Nigeria. A quantitative research design was conducted and survey questionnaire in Google Document was used for data collection from a population of 400 respondents selected from religious groups in Enugu State, Nigeria. Data collected from a sample of 384 respondents were analyzed using PLS AMOS 24.0 Structural Equation Modeling technique. Descriptive statistics was analyzed using tables, and frequencies aided by SPSS 22.0 version. This research resulted in findings that religiosity as well as environmental concern have significant effect on consumer green purchase intention, and environmental concern moderates the effect of religiosity on consumer green purchase intention. Hence, marketers especially those engaging in green products in Enugu State Nigeria need to pay important attention to the issues of sustainable consumption because high religiosity consumers with concern for the environment have high green purchase intentions