The Moderating Effect of Price on the Relationship Between Environmental Attitude and the Purchase Behavior of...

Although previous research has highlighted the role of environmental concerns, responsibility, knowledge, and social norms in shaping sustainable consumption, the persistence of the intention-action gap remains a key challenge, particularly in Latin America. In this context, this study analyzes the moderating effect of price on the relationship between environmental attitude and its influence on the purchase behavior of organic products in an emerging market setting. To address this issue, a quantitative, cross-sectional survey was conducted with 329 Ecuadorian consumers of organic products, using validated scales adapted from prior studies. The proposed model was tested using partial least squares structural equation Modeling. The results confirm that environmental concern, environmental responsibility, subjective norms, and environmental knowledge positively influence environmental attitudes and that environmental attitude directly affects the purchase behavior of organic products. Importantly, price emerged as a critical moderator, showing that, even when consumers hold favorable environmental attitudes, higher prices significantly constrain their translation into purchasing behavior. This study adds theoretical originality by extending the relationship between environmental attitude and purchase behavior of organic products through the SOR framework and by evidencing in an emerging market context; while EA foster organic purchasing, this relationship is conditioned by the price, a situational factor often overlooked in research from developed economies.