Abera Legesse Yada and Satinder Kumar
Though the inconsistency between intention and behavior has been a question in marketing field, no attempt was made by researchers to know the reasons behind the mismatch. This study aims at finding possible roots of the discrepancy between consumers’ feeling and actual consumption through in depth analysis of green product’s price and availability. For this purpose, data was collected from 402 university academic staffs at Addis Ababa, Ethiopia. Multiple regression method was used to analyze the data and the result revealed that intention predicts behavior and price is proved to significantly moderate intention and behavior. The study also claims that price contributes to the gap between consumers’ green intention and behavior.