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.
