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Environmental degradation induced by buyers' unsustainable buying habits strains ecosystems and impedes economically viable development. A possible approach for mitigating this effect and promoting a more sustainable economy is to minimize or transfer consumption from ordinary to sustainable items. To rationalize the significance of green consumption; the core purpose of the study is to identify the relationship between Environmental motivation (EM) and green purchase intentions (GPI) with the role of Price Sensitivity (PS) as moderating variable. AMOS was recruited to scrutinize the structural nexus between EM and GPI; with the role of PS as a moderating variable. The findings of the study revealed a significant and positive relationship between EM and GPI. Moreover, the PS positively moderated the connection between EM and GPI. The current research relied on the footings of the theory of planned behavior; which serves as a guiding mechanism in realizing the significance of consumers' motivations and cognitive antecedents in consumption habits. PS as a moderating variable regressed considerable impact that can shape their motivational concerns in buying green products. This research adds to the knowledge of sustainable green marketing literature by indulging into factors that trigger the consumer's attitudinal responses toward ecologically sound products. The policy consequence of this research lies in the fact that policymakers will become more aware of sustainable consumption, allowing them to create price systems compatible with consumers' sustainability views.

Keywords: Environmental Motivation, AMOS, Structural Equation Modeling.