Abstract:
Purpose: This study investigated how customer perceptions of values, environmental
knowledge, and environmental concern affect attitudes toward green products and intentions
to buy them in Karachi, Pakistan.
Design/methodology/approach: To collect data from university students and professionals,
the study employed a self-administered questionnaire and adhered to the non-probability
sample technique for the survey, in Karachi. Structural equation modelling in two steps was
used to analyze the data collected (SEM).
Findings: The current study tested the influence of EV, SV, CV, and EC on ATT and
supported the hypothesis. Whereas the impact of EK and FV on ATT were not supported by
the results of the study. The relationship of ATT with GPI was however supported by the
findings ofthe current research.
Practical implications: The purpose ofthis research is to provide managers with guidance in
developing strategies and policies that will enhance consumer attitudes and advance
sustainability. To increase sustainability, managers must get a thorough understanding of
their business processes.
