Control of consumption is an exceedingly uphill task in the 21st century; hence there is an encouragement of research on substitute routes to direct towards an environment friendly lifestyle. Negative effects on the environment are escalated by both the manufacturing and the usage of non-environment-friendly products and services. An optimum ecological consumption depends on the extent of consumers’ intention towards purchasing of “green” products. Numerous research have been carried out inspecting the process of identification, analysing the behaviour and also deciphering the needs of the green consumer. Findings also state in spite of conveying a high degree of approval for alternative and sustainable purchase, consumers have not reciprocated the school of thought into actions. This study examines the effect which price sensitivity has on the pro-environmental attitude and finally green purchase intention. The primary data collection was done through the survey method from 140 Indian customers contacted on email through structured questionnaires. The empirical findings disclose that while the green purchase intention is increased by the pro-environmental attitudes, there is a moderating role of price sensitivity in the negative sense. The study has been concluded by putting forward recommendations for marketers and policymakers regarding forthcoming eco-friendly campaigns.

___________________________________________________________________________________

Keywords: Pro-environmental Attitude, Green Purchase Intention, Green Consumer Behaviour, Price Sensitivity, Green Consumer, Green Marketing Campaigns.