Abstract:
Purpose: The fundamental purpose of this research is to explore and evaluate the antecedents
that are influencing the consumers’ green buying intentions in the Pakistani market.
Methodology & Design: In this research, the researcher has selected to utilize the primary data
sources. The data was accumulated by distributing survey questionnaires to the study participants
at the entrance of malls and grocery stores. Moreover, some of the university students have also
been targeted. Simple random sampling technique is being used by the investigator for the
purpose of data collection. 430 questionnaires were being circulated. Among these 430
questionnaires, 380 were being returned as usable and completed questionnaires. Hence, a total
of 380 questionnaires were distributed successfully in practice. SPSS software was utilized to
assess the gathered data.
Findings: The findings of the study revealed that habits, norms, beliefs, and values impact
consumers’ willingness and curtailment behaviour to embrace green innovations. Moreover,
people also look for group conformance as it assists in demonstrating group affiliation.
Moreover, the outcomes assert that purchasing green goods could grant pro-environmental
prestige on customers, allowing them, to project their dedication towards environment, and
distinguish them from others. Ultimately, the study maintains that a rise in comprehension of
environmental concerns might conclude in more positive environmental approaches.
Limitations: The study is executed in Karachi which cannot represent the attributes of entire
green products market in Pakistan. The sample size is also limited. The researcher has restricted
the study to assess merely four variables because of the time limitations.
Recommendations: The study recommends that organizations can employ advertising appeals
demonstrating “peer influence” and green self-identity to advocate green products. Green self-
identity can scheme benefits of trailing green attitudes, environmental awareness, and behaviours
which are environmental friendly. Firms, social organizations, and government must evolve
ecological/green promotional campaigns that emphasize upon environmental awareness, green
identity, and social image of individuals related with the behaviour that is environmental
friendly. The study suggests that merits of utilizing green products must also be highlighted.C
