Abstract
The theory of consumption values is used in this study to identify the variables that affect consumer behaviour while purchasing green products. And the Impact of Functional, Social and Emotional Values for Consumption Values on Green Purchase Behavior Among Youth of Quetta city. When analyzing the data from a questionnaire survey, one-way analysis of variance and multiple regression are used. The data was analyzed through SPSS. Descriptive Statistics was used to explain the data and regression analysis was used to check the effect of independent variables on dependent variable. Pearson correlation test was used to check the relationship among variables. We concluded that there is a positive relationship between green purchase behavior, functional value, social value and emotional value.
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