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

Although previous research has highlighted the role of environmental concerns, responsi- bility, 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...