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Indicated that 462 are phd students 298 degree

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indicated that (46.2%) are PhD students, 29.8%) degree students, Msc, (21.2%), MBA, only (2%). Theresidential result showed that (88.5%) are from the urban area while (11.5%) are from the sub-urban.Following the result on income, the monthly take home income shows that (37.5%) fall within lowincome and 35% with high income. The remaining are in the category of middle income.Among the
265respondents, Senior lecturers are only (16.3%); the highest are those in other ranks which is denoted by(65.4%) while the least is (1.0%).Reliability of Result (Cronbach alpha) of Constructs:The constructs have been tested for reliabilityand found to have reliable Cronbach alpha reading above 0.80 with the exception of green price which isless than 0.8. According to Nunnally (1970) the value of 0.60 is still within the acceptable limit. The exactalpha values for each of the variables are: Green Purchase intention (0.911), Environmentalconsciousness (0.824), Perceived Behavioral Control (0.815), Green Trust (0.889), Perceived GreenKnowledge (0.829), Perceived Value (0.825), Green Price (0.743), Government Regulations (0.835) andGreen Availability (0.824).Convergent Validity (Confirmatory Factor Analysis):The confirmatory factor analysis (CFA) wasconducted on all the constructs and measurement models which turned out to have a goodness of fit withthe data following the criteria assessment: CMIN\df ratio (<2); the p-value (>0.05)., GFI of >0.95; rootmean square error of approximation (RMSEA) produced values less than 0.08 (>0.08) (Bagozzi & Yi,1988;Hair, Black, William, Anderson & Rolph,2006)Forinstances,greenpurchaseintention(CMIN\df=1.598,p-value=0.202,GFI=0.985,TLI=0.982,RMSEA=0.076);environmentalconsciousness(CMIN\df=1.464,p-value =0.231, GFI = 0.986, TLI= 0.981, RMSEA=0.046), green trust (CMIN\df=1.570,p-value=0.208,GFI=0.985,TLI=0.980,RMSEA=0.074);perceivedbehavioralcontrol(CMIN\df=1.361,p-value=0.236, GFI = 0.976, TLI= 0.991, RMSEA=0.070); government regulations(CMIN\df=1.578, p-value =0.206, GFI = 0.982, TLI= 0.983, RMSEA=0.075) ; perceived green knowledge(CMIN\df=1.300,p-value=0.272,GFI=0.987,TLI=0.991,RMSEA=0.027);perceivedvalue(CMIN\df=1.137, p-value=0.338, GFI = 0.979, TLI= 0.989, RMSEA=0.036);green price sensitivity(CMIN\df=1.068,p-value=0.382,GFI=0.964,TLI=0.992,RMSEA=0.026);greenavailability(CMIN\df=1.135, p-value =0.339, GFI = 0.903, TLI= 0.991, RMSEA=0.036).The goodness of fit of the exogenous measurement model, (perceived green knowledge, perceived value,government regulations, green price, green availability) CMIN\df, = 1.065, p-value= 0.325, GFI. =0.903,TLI =0.991 and RMSEA =0.025. Also, endogenous model achieved its fit, (green purchase intention,environmental consciousness, green trust and perceived behavioral control) CMIN\df, 1.204, p-value0.135, GFI 0.914, TLI 0.970 and RMSEA, 0.045, (Hair et al, 2006). The confirmatory factor analysis resultsindicate that all construct achieved goodness of fit after a few deletions were made on the constructs;green purchase intention, environmental consciousness, green trust, government regulations, had twoitems deleted out of the six (6 4 item).Likewise, green price had two item deleted from the nine initialitem (9-7item).On the other hand, perceived behavioral control, perceived value and green availabilityhad only one item deleted,(6-5items).Perceived green knowledge however was left with four items out oftwelve original items (12-4 items).

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Term
Fall
Professor
N/A
Tags
Marketing, Environmentalism, green products

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