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The aim of this paper was to delve into the underlying mechanism of the relationship between environmental knowledge and green purchase intentions, using an extended model based on the knowledge-attitude-behaviour (KAB) theory.

The parallel and serial mediation effects of environmental concern, green perceived value and green attitude were examined using PROCESS macro (Models 4 and 6). Data were collected from 395 youth in three different cities in India using a purposive sampling method.

The study’s findings revealed that environmental concern, green perceived value and green attitude act as parallel and sequential mediators between environmental knowledge and green purchase intentions. However, the direct impact of environmental knowledge on green purchase intentions was deemed insignificant. In essence, environmental knowledge, along with environmental concern and green perceived value, significantly contributes to the formation of attitudes conducive to green purchase intentions.

The present study theoretically contributes to green behaviour research by proposing and testing an extended model of KAB theory with parallel and serial mediations in the Indian context. The model explores the underlying mechanism of the relationship between environmental knowledge and green purchase intentions in detail.