ARE PAKISTANI CONSUMERS READY TO GO GREEN: A STUDY OF BUYING INTENTIONS OF PAKISTANI CONSUMERS

Abstract

The realization of the need for sustainability as a result of soaring environmental issues has led many businesses, practitioners, and educationists to devise policies and practices which can save the earth from the harmful effects of human activities on the biophysical environment. One such set of activities identified by organizations is, "Going Green." This is, however, accompanied by many problems. One of those issues is the "adoption of green products by Customers." Thus, the research was conducted in this context to find the factors which play a significant role to consume green products in Southern Punjab, Pakistan. A comprehensive literature review was conducted to conceptualize a testable model showing the impact of attitude, aware and social context on green product consumption with "buying power" as a moderator. The target population for this study was taken as "earning hands of Southern Punjab". A sample size of 185 respondents retrieved using convenience sampling to answer the questions on an adapted structured questionnaire. Data were analyzed through regression and moderation analysis run in SPSS. The results of data analysis revealed that awareness, attitude, and social context have e significant positive impact on green product consumption. However, buying power was seen not to moderate the relationship of attitude, awareness, and Social Context on Consumption of Green products. The researcher suggests that marketers and government to run awareness campaigns and use promotion techniques for green product users to create social pressure on non-users and develop attitudes of people by developing environmental awareness and the need of environmental sustainability for human survival by going green.