Determinants of Pakistani Consumers' Green Purchase Behavior: Some Insights from a Developing Country

Many studies have been conducted about consumers' green purchase behavior (GPB) in Europe and North America. This research paper examines Pakistani consumers' intention to buy environmentally friendly products. The primary focus of this research paper was to examines and investigate the hypothesized relationship between predictor and criterion variable i.e. green purchase attitude (GPA) and green purchase intention (GPI). The second was to determine the relationship of criterion variable and outcome variable i.e. GPI and GPB. Finally, the third objective was to ascertain the moderating effect of perceived product price and quality (PPP&Q) between GPI and GPB. Survey was conducted in four university of Rawalpindi and Islamabad. The target population for this study was the under graduate, graduate and postgraduate students. The sample consisted of 400 participants and convenience random sampling was used. The results from this study showed that consumers are ready to buy green products more often, but as for as the price and quality is concern, green products must perform competitively just like the traditional products. Furthermore, this study also discusses how the present findings may help the Pakistani government and businesses/ green marketers to fine-tune their environmental program.

[1]  J. Thøgersen.  Psychological Determinants of Paying Attention to Eco-Labels in Purchase Decisions: Model Development and Multinational Validation , 2000 .

[2]  James A. Roberts.  Green consumers in the 1990s: Profile and implications for advertising , 1996 .

[3]  Ricky Y. K. Chan,et al.  Explaining Green Purchasing Behavior , 2002 .

[4]  Bodo B. Schlegelmilch,et al.  The link between green purchasing decisions and measures of environmental consciousness , 1996 .

[5]  Siegfried Dewitte,et al.  Positive Cueing: Promoting Sustainable Consumer Behavior By Cueing Common Environmental Behaviors as Environmental , 2008 .

[6]  R. Inglehart.  Public Support for Environmental Protection: Objective Problems and Subjective Values in 43 Societies , 1995, PS: Political Science & Politics.

[7]  Ritsuko Ozaki,et al.  Pro‐environmental products: marketing influence on consumer purchase decision , 2008 .

[8]  Ricky Y. K. Chan,et al.  Purchasing behaviours and perceptions of environmentally harmful products , 1998 .

[9]  Paul Stoneman,et al.  Marketing Strategies and Market Prospects for Environmentally‐Friendly Consumer Products1 , 1996 .

[10]  Clinton L. Beckford,et al.  Aboriginal Environmental Wisdom, Stewardship, and Sustainability: Lessons From the Walpole Island First Nations, Ontario, Canada , 2010 .

[11]  Michael Jay Polonsky,et al.  Using strategic alliances to develop credible green marketing , 1995 .

[12]  V. Jauhari,et al.  Exploring consumer attitude and behaviour towards green practices in the lodging industry in India , 2007 .

[13]  R. Dunlap,et al.  Measuring Endorsement of the New Ecological Paradigm: A Revised NEP Scale , 2000 .

[14]  James A. Roberts,et al.  Environmental segmentation alternatives: a look at green consumer behavior in the new , 1999 .

[15]  Rajiv Khosla,et al.  Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention , 2007 .

[16]  James B. Allen,et al.  Environmental Locus of Control, Sympathy, and Proenvironmental Behavior , 1999 .

[17]  Axel Franzen,et al.  The Wealth of Nations and Environmental Concern , 1999 .

[18]  R. Dunlap,et al.  Global Concern for the Environment: Is Affluence a Prerequisite? , 1995 .

[19]  Shirley Taylor,et al.  Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions , 1995 .

[20]  S. Chaiken,et al.  The psychology of attitudes. , 1993 .

[21]  L. Paim,et al.  Towards sustainable consumption: an examination of environmental knowledge among Malaysians , 2005 .

[22]  Stavros P. Kalafatis,et al.  Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination , 1999 .

[23]  Mohamed M. Mostafa,et al.  Antecedents of Egyptian Consumers' Green Purchase Intentions , 2006 .

[24]  M. Oliver.  Attitudes and Inaction A Case Study of the Manifest Demographics of Urban Water Conservation , 1999 .

[25]  M. Laroche,et al.  Targeting consumers who are willing to pay more for environmentally friendly products , 2001 .

[26]  Rudolf R. Sinkovics,et al.  Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation , 2003 .

[27]  Clare D'souza,et al.  An empirical study on the influence of environmental labels on consumers , 2006 .

[28]  Marc Lampe,et al.  Green marketing in Europe and the United States: An evolving business and society interface , 1995 .

[29]  Emine Sarigöllü,et al.  A Cross-Country Exploration of Environmental Attitudes , 2009 .

[30]  Ling Li,et al.  Effect of collectivist orientation and ecological attitude on actual environmental commitment : the moderating role of consumer demographics and product involvement , 1997 .

[31]  Michael Jay Polonsky,et al.  An Introduction To Green Marketing , 1994 .

[32]  S. Zailani,et al.  The examination on the drivers for green purchasing adoption among EMS 14001 certified companies in Malaysia , 2010 .

[33]  Ricky Y. K. Chan.  Determinants of Chinese consumers' green purchase behavior , 2001 .

[34]  Shirley Taylor,et al.  Understanding Household Garbage Reduction Behavior: A Test of an Integrated Model , 1995 .

[35]  Kaman Lee.  Opportunities for green marketing: young consumers , 2008 .

[36]  Philippe Mahenc,et al.  Signaling the environmental performance of polluting products to green consumers , 2008 .

[37]  Nigel K. L. Pope,et al.  Buying or browsing? An exploration of shopping orientations and online purchase intention , 2003 .

[38]  Stephen Kaplan,et al.  Human nature and environmentally responsible behavior , 2000 .

[39]  N. Malhotra,et al.  A cross‐cultural comparison of behavioral intention models ‐ Theoretical consideration and an empirical investigation , 2001 .

[40]  Esther P.Y. Tang,et al.  Visual and Verbal Communication in the Design of Eco-Label for Green Consumer Products , 2004 .

[41]  S. Vandermerwe,et al.  Customers drive corporations , 1990 .

[42]  Joseph C. Lam,et al.  Prediction of pollutant emission through electricity consumption by the hotel industry in Hong Kong , 2002 .

[43]  Elena Fraj,et al.  Ecological Consumer Behaviour: An Empirical Analysis , 2007 .

[44]  J. Garvill,et al.  Value Structures behind Proenvironmental Behavior , 2002 .

[45]  Michael A. Tarrant,et al.  The Effect of Respondent Characteristics on General Environmental Attitude-Behavior Correspondence , 1997 .

[46]  Kevin Lawler,et al.  Environmentally friendly products: Factors that influence their adoption , 1997 .

[47]  Charles H. Schwepker,et al.  An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products , 1991 .