CONSUMER’S PURCHASE INTENTION TO BUY GREEN/SUSTAINABLE PRODUCTS

Abstract

Purpose: In this research, an attempt is made to understand the consumer’s behavior towards purchasing of sustainable products in a developing country like Pakistan. Numerous readings have been made to discuss the environmental concerns and consciousness about the changing environment conditions. However, the attitude and factors affecting the buying behavior and control has been studied, also test the environmental knowledge and attitude as mediator.  Additional features like perceived behavioral control plus price are also considered. A series of closed ended as well as open ended questionnaire was made in order to gather the data from various people and was analyzed by structural equation modeling (SEM) to conduct exmaination. The result supported the findings and help marketing managers through focusing on the strategies to uplift eco-friendly buying behavior while educating their customers about environmental sustainability. At the end, implication of strategy has been discussed.

 Methodology: For the research, the data was examined through the Smart PLS Software. A questionnaire was developed and distributed among various people online to fill positively and analyze the attitude towards buying behaviors and environmental concerns within different demographic trend such as students, workers, in Pakistan. A total of 257 responses were collected and conducted quantitative analysis after handling missing data and outliers. The descriptive statistics where checked with the help of SPSS whereas detailed fitness of model was analyzed with the help of Smart PLS 3.0 referring to structural equation modeling.

Findings: It has been found out that the hypothesis is reliable. Customer’s negative intention of not purchasing sustainable/recycled products is changing. Attitude plays the major role in it.