INFLUENCE OF FACTORS ON GREEN PRODUCT AWARENESS AND ITS IMPACT ON CONSUMER GREEN BUYING BEHAVIOR

Abstract

Purpose Consumer green buying behavior is indicated by green product awareness ofthe The purpose of this research study is to identify the effects of various factors such as environmental concern, environmental knowledge, eco-friendly products, and social media leading to green product awareness and its influence on consumer buying behavior in Pakistan. consumers. Methodology & Design Quantitative approach, Hypothesis testing and Casual testing design have been followed in this research study. A structured questionnaire with five-point Likert scale and multiple items is used to collect data from 300 respondents. SPSS 21 Software is used to apply (Cronbach’s. Regression and Correlation) on data. Random consumers are opted for the collection of data. Sample size for the research is 300. Findings ■ The research has found \ that most ofthe respondents are aware ofthe Green Products. It has also recognized that Environmental Concern, Eco-friendly Products & Social Media has a strong significant relationship with the Green Product Awareness which is increasing the Consumers Green Buying Behavior. Limitations The data was collected from the single city, Karachi. Time was one ofthe constraint. Depth in and other technique would have given much better results. Many other variables not considered such as Promotional activities on eco-friendly product and Reference interview were Group, to get the better picture. Lack ofknowledge ofresearch took a lot oftime in completing the work. Apart from this more data can be collected, for example, longitudinal data, foi better ; : testing ofthe relationship. Recommendations • Conduct workshops in educational institutes to give awareness about Green products. • In future, further research can be conducted to identify more factors. • It is lecommended to business people to adopt more green strategies to enhance Green Product Awareness among consumers. • In future, it is recommended to research at much larger scale with longer period oftime. • It is also recommended to conduct survey from other cities since the data was only collected in Karachi.