Abstract
The study delves into the factors influencing green purchasing behaviour in Pakistan's growing market. The study was conceptually centred on the diffusion of innovation and the theory of planned behaviour models. The relevance of the interrelationships between the items measuring the components of the research was determined using the Process Hayes model 4. The findings demonstrate that attitude has a substantial positive interconnection with relative advantage, compatibility, and observability; however, complexity has a strong negative correlation. According to the data, customers, particularly the younger generation, are more likely to choose green items, with environmental effects being a critical issue. However, the complex nature of green goods has little effect on their attitude. Finally, the findings of this study add to the current body of knowledge on green purchasing behaviour while providing actionable recommendations for promoting sustainable consumption habits in Pakistan.
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