Environment Friendly Products: Factors that Influence the Green Purchase Intentions of Pakistani Consumers

Abstract

<span>This study examines the influence of various factors on the green purchase intentions of<span> Pakistani consumers. To this end, a conceptual model has been proposed and subjected to<span> empirical verification with the use of a survey. The survey results obtained in two major<span> Pakistani cities provide reasonable support for the validity of the proposed model. Specifically,<span> the findings from the correlation matrix, simple regression followed by multiple regression<span> analysis confirm the influence of OGI, EK, EC and PPP&Q on consumers purchase intentions<span> toward green products. The OGI, EK and EC, in turn, also seem to affect consumers green<span> purchase intentions via the moderating role of PPP&Q of a green product. Although the present<span> findings provide a better understanding of the process and significant antecedents of green<span> purchasing intentions, this also highlights one area for more thorough investigation. This is the<span> significant moderating role of PPP&Q variables in consumers’ green purchasing process. As the<span> findings suggest that respondents have a high positive attitude regarding green products and are<span> ready to buy green products more often, but as for as the product price and quality are concerned,<span> green products must perform competitively just like the traditional products. This study also<span> discusses how the present findings may help the Pakistani government and green marketers to<span> fine-tune their environmental programs.<br /><br class="Apple-interchange-newline" /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span>