A multi-dimensional exploration of university students’ sustainable consumption and environmental awareness in Pakistan

Abstract

As we continue the journey to evolve into an increasingly environmentally conscious world, understanding the factors that shape sustainable consumption and green behavior among university students is important because they will be our future innovators and leaders. This research delves into the nuanced dimensions of consciousness for sustainable consumption and ecofriendly behavior among university students in Pakistan. This study aims to capture important characteristics of university students and uncover the intricate interplay between these characteristics and sustainable consumption behavior. The study spans different universities, incorporating survey data from 441 students in various universities of Pakistan. Using the online platform of Google Forms, a 5-point Likert scale was used to gather responses of the survey questionnaires. The analytical framework of this study is employing rigorous statistical techniques of ANOVA and multiple linear regression. The findings indicate that ecological awareness significantly impacts green purchasing and sustainable consumption behaviour among the students of universities in Pakistan with some significant mean differences between boys and girls. This research extends its gaze toward a holistic understanding of consciousness for sustainable consumption of students of universities. The resulting narrative embarks on a journey to guide universities and societies in nurturing environmentally responsible citizens and cultivating a sustainable future for all.