Environmental deterioration caused by consumers' non-sustainable consumption pattern is putting a strain on the environment and is hindering sustainable development. In order to impede this effect and promote a more sustainable economy, one solution is to reduce or shift consumption from conventional products to green products. The

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As a result of human lifestyles and unsustainable consumption patterns, the environment continues to deteriorate and thus inhibit sustainable development. In order to curb this situation and promote a sustainable economy, one of the solution is to reduce conventional products consumption and shift to green products. Over the past 20 years, marketing managers keenly seek to understand the green market; however, inadequate information on how to promote consumers' green behavioral intentions is slowing the growth of green markets and becomes a barrier for firms when developing segments and communicating strategies for effective promotion of green products in countries like Malaysia where the trend is fairly new. Therefore, this study attempts to examine the impact of environmental knowledge, cultural values, and environmental advertising and determine the moderating effect of income level, education level, and gender on consumers' green purchase intentions. A survey was administered, and a total of 405 valid questionnaires were obtained. Structural equation modeling technique was used to evaluate the causal model by using SmartPLS 2.0 software. The finding results suggest that cultural values and environmental advertising are the main influences in building green purchase intentions, while environmental knowledge is not significantly related. The results also indicate that education level and gender have a significant positive moderation effect while income did not. This suggests that green purchase intentions' motivational factors are greater among highly educated individuals, with females in particular. The discussions and implications of these findings are further elaborated.

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This paper aims to determine the environmental attitude, product functional aspects as well as cultural values that influence the green purchasing intention and lastly address the role of environmental advertising as a moderator. Inadequate information related to green purchase intention in Malaysia has become a main barrier to local and international marketers to understand consumer behavior to develop a comprehensive distribution and marketing strategies of green products in the country where the trend is still new. A total of 337 self-administered questionnaires were obtained from consumers through convenience sampling. The results indicated that environmental attitude, eco-label and cultural value (long-term orientations) are significant influencers of green purchase intention. Further investigation revealed that environmental advertising enjoys a positive and significant moderating effect on the relationship between the independent variables and green purchase intention. The results provide insights for marketers with respect to the factors influencing consumers green products purchase intention. Also, this paper highlights the importance of culture, environmental advertising, and their linkage towards green purchase intention. This will aid marketers to develop holistic strategies and tactics in accordance with the finding to appeal to consumers, which ultimately achieve the anticipated sales of green products requiring different marketing strategy than conventional products. Implication for marketers is further discussed.