Document Type : Research Article


1 Department of Management, College of Business and Economics, Addis Ababa University, Ethiopia

2 School of Management Studies, Punjabi University, Patiala, India


A lot has been debated on the inconsistent empirical results of green customers’ personal
profiles. The inconsistence results among writers created difficulty in finding the right market
segment to green products.To examine this discrepancy, a total of 402 academic staffs from
universities in Addis Ababa, Ethiopiawere randomly approached. Data was examinedusing
multiple regression analysis method.The finding revealed that personal norm, perceived
consumer effectiveness, attitude towards green behavior and trust in green products significantly
predictsintention and income, gender, education and age plays significant moderating role
between limitedpsychometric factors andintention. The result also exhibited that male, younger,
lower income earners and educated consumers are greener.