CONSUMERS PURCHASING BEHAVIOR TOWARDS ECO FRIENDLY PRODUCTS AMONG UNIVERSITY STUDENTS IN QUETTA

Abstract

The global issue of widespread and unsustainable consumption has resulted in significant problems such as pollution and global warming. As a result, there is an increasing demand for greater understanding and use of Eco friendly products. This study's main goal was to investigate how university student's knowledge of Eco friendly products affected their purchasing decisions. The precise goals were to ascertain whether awareness, price, availability, value, and quality had an effect on university student's decisions to buy environmentally friendly products and to investigate how awareness, price, availability, value, and quality predict their intention to buy such products. Data from 120-student online survey was analyzed using a structural equation modeling approach. The results show that university student's purchase decisions are most significantly positively impacted by the quality of Eco friendly products. However, it was discovered that the influence of Eco friendly product awareness on their decision to buy green products was comparatively small. The study also demonstrates that elements like price, awareness, and exceptional quality are mostly responsible for the influence of green product awareness on university students buying behavior. In contrast, the perceived value of the products does not appear to be a critical factor influencing the green purchase intentions of university students. The implications of the study, along with its limitations for future research, are discussed. Keywords: Eco-friendly Products, Consumer purchasing behavior, Youth, University Students, Pakistan.