GREEN PURCHASE INTENTION: THE IMPACT OF GREEN BRAND DIMENSIONS AND THEORY OF PLANNED BEHAVIOR ON CONSUMERS OF CLOTHING BRANDS IN PAKISTAN

Abstract

The aim of this study is to address the following inquiries: Are Pakistani consumers concerned about environmental issues? Are they aware of green brands and their contribution to environmental sustainability? Which factors exert a profound influence on the GPI of consumers regarding clothing brands in Pakistan? Methodology & Design An online survey questionnaire was crafted to gather primary data from clothing brand consumers in Karachi, Pakistan. The survey included a sample size of 350 participants. The convenience sampling technique was employed to gather the data, while multiple regression analysis was utilized to examine the relationship between the DV and IVs. Findings This study found that certain factors, such as GBA, GBT, GBI, and GPV, did not significantly influence GPL However, ATGB and SN demonstrated a significant impact on GPI. The discoveries of the present investigation also show that Pakistani consumers exhibit a strong concern for environmental issues. A significant proportion of respondents (78.9%) expressed their intention to buy GP in the coming times due to their beneficial environmental contributions. Furthermore, over half of the respondents (54.6%) agreed that they are aware of green brands and their role in promoting environmental sustainability. Limitations First, this study covers consumers of clothing brands in Karachi, limiting the scope to this specific geographical area. Second, this study examines green clothing brands in a general sense and does not focus on specific green brands. Lastly, the sample size for the present research was confined to 350 respondents only. In light of study outcomes, it is suggested that green clothing brands must effectively communicate their commitment to sustainability and environmental concerns through various marketing channels. Clear and transparent messaging helps build trust and informs consumers about the brand's green values. By aligning their practices with consumers’ expectations and effectively communicating their efforts, green brands can foster trust and engagement among consumers. To encourage the acceptance and use of GP, it is essential to learn the diverse motivations and influences that shape consumers' decisions. Brands and environmental advocates can focus on tailoring their messaging and campaigns to resonate with individual values and motivations, addressing both social influences and individual considerations. By providing information, highlighting benefits, and appealing to personal values, it is possible to encourage more individuals to embrace GP.