... investigated the mediating role of GPA in the relationship between GWOM and green purchase intention (GPI). Design/methodology/approach A structured questionnaire was used for data collection. A total of 362 responses were collected using judgement sampling. This sampling technique allowed the researcher...

... attitudes (β = 0.31), eco-labeling (β = 0.26) and subjective norms (β = 0.23) demonstrate significant positive associations with green purchase intentions. Premium pricing negatively moderates these relationships, while educational attainment and female gender strengthen...