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

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

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

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

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

[4]  Mário Raposo,et al.  “Green” segmentation: an application to the Portuguese consumer market , 2009 .

[5]  Norm Baglini,et al.  Corporate Survival: The Critical Importance of Sustainability Risk Management , 2009 .

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

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

[8]  Israr Ahmed,et al.  Determinants of Pakistani Consumers' Green Purchase Behavior: Some Insights from a Developing Country , 2011 .

[9]  E. Fraj-Andrés,et al.  A Multidimensional Approach to the Influence of Environmental Marketing and Orientation on the Firm’s Organizational Performance , 2009 .

[10]  Joseph Sarkis.  Manufacturing’s role in corporate environmental sustainability ‐ Concerns for the new millennium , 2001 .

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

[12]  Ricky Y. K. Chan.  Consumer responses to environmental advertising in China , 2004 .

[13]  Melody E. Schuhwerk,et al.  Green or Non-Green? Does Type of Appeal Matter When Advertising a Green Product? , 1995 .

[14]  Daniel C. Esty,et al.  Green to gold : how smart companies use environmental strategy to innovate, create value, and build competitive advantage , 2006 .

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

[16]  G. Fryxell,et al.  The Influence of Environmental Knowledge and Values on Managerial Behaviours on Behalf of the Environment: An Empirical Examination of Managers in China , 2003 .

[17]  Mohamed M. Mostafa,et al.  A hierarchical analysis of the green consciousness of the Egyptian consumer , 2007 .

[18]  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 .

[19]  J. Sheth,et al.  Firms of Endearment: How World-Class Companies Profit from Passion and Purpose , 2003 .

[20]  Icek Ajzen,et al.  From Intentions to Actions: A Theory of Planned Behavior , 1985 .

[21]  R. Isaak.  The Making of the Ecopreneur , 2002 .

[22]  Alhassan G. Abdul-Muhmin.  Explaining Consumers Willingness to be Environmentally Friendly , 2007 .

[23]  Subhash Sharma,et al.  Identification and Analysis of Moderator Variables , 1981 .

[24]  S. Al-Athel,et al.  Report of the World Commission on Environment and Development: "Our Common Future" , 1987 .

[25]  A. d’Astous,et al.  Understanding Consumers’ Ethical Justifications: A Scale for Appraising Consumers’ Reasons for Not Behaving Ethically , 2009 .

[26]  Sejung Marina Choi,et al.  Antecedents of Green Purchase Behavior: an Examination of Collectivism, Environmental Concern, and Pce , 2005 .

[27]  Mohamed M. Mostafa,et al.  Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps , 2009, Expert Syst. Appl..

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

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

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

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

[32]  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 .

[33]  Arminda M. Finisterra do Paço,et al.  Determining the characteristics to profile the “green” consumer: an exploratory approach , 2008 .

[34]  Patrali Chatterjee,et al.  Green brand extension strategy and online communities , 2009, J. Syst. Inf. Technol..

[35]  Ajay K. Manrai,et al.  How green‐claim strength and country disposition affect product evaluation and company image , 1997 .

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

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

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

[39]  C. Gan,et al.  Consumers' purchasing behavior towards green products in New Zealand , 2017 .

[40]  Charles O. Holliday,et al.  Walking the Talk: The Business Case for Sustainable Development , 2002 .

[41]  John B. Unipan,et al.  Green Buying: The Influence of Environmental Concern on Consumer Behavior , 1997 .

[42]  Joel J. Davis,et al.  Strategies for environmental advertising , 1993 .

[43]  Eric G. Olson.  Creating an enterprise‐level “green” strategy , 2008 .

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

[45]  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 .

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

[47]  Mercedes Bleda,et al.  Graded eco-labels: A demand-oriented approach to reduce pollution , 2009 .

[48]  Nabsiah Abdul Wahid,et al.  Investigation of green marketing tools' effect on consumers' purchase behavior , 2011 .

[49]  Suzanne C. Beckmann,et al.  Review and Critical Assessment of Research on Marketing and the Environment , 1998 .