Abstract
Purpose This paper aims to examine the mediating role of environmental concern in the relationship of green purchase awareness and purchasing behavior of fast food consumers keeping in view the theory of planned behavior. Design/methodology/approach A quantitative, cross-sectional design is used by collecting primary responses through a validated questionnaire. In all, 1,008 male and female buyers of fast food were sampled. Structural equation modeling is applied. Findings The results revealed that green purchase awareness has a positive relationship with green purchase behavior, and environmental concern has no mediation in the relationship. Upon having awareness, the respondents adopted green or pro-environmental behavior, but at the same time, they were found having least concern for the protection of environment. Research limitations/implications This is a cross-sectional study with questionnaire. Multiple sources of data collection results in weakening self-reporting bias. Practical implications Implications count toward individuals, enterprises and society at general. Originality/value The study highlights the issue of not having concern for the protection of the environment even after having green purchase awareness. This is the first time the environmental concern is examined as a mediator in the selected relationship. The contradictory results of having no environmental concern differentiate this study from others.
Highlights
A healthy environment is the outcome of educated society
As suggested by Hair et al (2017), we used the factor loadings, average variance extracted (AVE) and composite reliability (CR) to test the convergent validity followed by the discriminant validity
Green Purchase Behavior H3 shown in Table I, all the first order factors showed loadings more than 0.7, AVE > 0.5 and CR > 0.7, allowing us to conclude the measures are reliable
Summary
A healthy environment is the outcome of educated society. Countries should devise and implement policies to increase environmental education for a sustainable environment. A developing country, is passing through an array of problems including environmental degradation. This degradation can be minimized by educating people about environmental health and cleanliness. Pakistan is ranked at 113 out of 120 nations (Razaq, 2015), but the depletion in environmental conditions is caused by the increase in the carbon dioxide ratio in the atmosphere (Attari and Attaria, 2011). This is a clear indication that people are less likely to have knowledge about their environment. Environmental degradation is the disintegration of the earth or deterioration of the environment via the misuse of air, water, and soil and the destruction of the environment, etc. (Jorgenson, 2003). Van der Werff et al (2013) emphasized the adoption of pro-environmental behavior as a moral obligation of individuals. Dagher et al (2015) reported that environmental awareness has increased in the western wing of the world (Walker, 2000)
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