Abstract
Sustainable purchasing is an attempt to purchase greener, healthier, and more economical items from greener, more sustainable organizations. It is based on the idea that each and every buy has shrouded human wellbeing through natural and social effects and that it is possible to decrease unfavourable effects by purchasing better items. The motive of the present study was to identify the role of values and environmental concerns for sustainable purchasing behaviour of buyers in the Pakistani green market. With the help of reliable and valid Likert type self-administered questionnaires, data was collected from the sample of the people who claim to live green lifestyles and purchase green products. Results of Smart PLS path model confirm that values and environmental concerns have an influence on sustainable purchasing behaviour in the Pakistani green market. This study provides a greater insight to improve purchaser behaviour in the green market of Pakistan and will help to increase the trust of buyers towards the green market.
Highlights
Sustainable purchasing is an attempt to purchase greener, more beneficial, and more economical items from more manageable greener organizations
Most of the respondents are aged between 25 to 35 years; such values suggest that a greater number of young people than old purchase and utilize green items
Exact results covered that environmental value has the best influence on the environmental concern of green product purchaser and it has been observed that functional value quality and epistemic value appear next to influence the environmental concern for sustainable products purchase
Summary
Sustainable purchasing is an attempt to purchase greener, more beneficial, and more economical items from more manageable greener organizations. It depends on the basic idea that each and every buy has shrouded human wellbeing, natural and social effects and that it is conceivable to decrease unfavorable effects by purchasing better items (Joshia & Rahmanb, 2015). Customer natural concern enlarges when utilization behavior turns out to be more adapted towards environmentally-sensitive products and administrations; clients change their acquiring conduct to develop green purchasing behavior (Kilbourne & Pickett, 2008). It has been known that reusing knowledge results in increase of rate in reusing between customers (Ottman, Stafford, & Hartman, 2006) and that self-revelation asserts on green items covering such that the product is sustainable, ozone-friendly, natural, without pesticide, and reusable, all help customer’s intension to choose items which can advance their general wellbeing
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