Environment Friendly Products: Factors that Influence the Green Purchase Intentions of Pakistani Consumers

Afzaal Ali, Israr Ahmad


This study examines the influence of various factors on the green purchase intentions of Pakistani consumers. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a survey. The survey results obtained in two major Pakistani cities provide reasonable support for the validity of the proposed model. Specifically, the findings from the correlation matrix, simple regression followed by multiple regression analysis confirm the influence of OGI, EK, EC and PPP&Q on consumers purchase intentions toward green products. The OGI, EK and EC, in turn, also seem to affect consumers green purchase intentions via the moderating role of PPP&Q of a green product. Although the present findings provide a better understanding of the process and significant antecedents of green purchasing intentions, this also highlights one area for more thorough investigation. This is the significant moderating role of PPP&Q variables in consumers’ green purchasing process. As the findings suggest that respondents have a high positive attitude regarding green products and are ready to buy green products more often, but as for as the product price and quality are concerned, green products must perform competitively just like the traditional products. This study also discusses how the present findings may help the Pakistani government and green marketers to fine-tune their environmental programs.

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DOI: http://dx.doi.org/10.22555/pjets.v2i1.697


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Chief Editor

Prof. Dr. Tariq Rahim Soomro 
College of Computer Science & Information Systems


Dr. Muhammad Mansoor Alam
 Professor and Associate Dean
 College of Computer Science & Information Systems

Associate Editors

Engr. Syed Mubashir Ali
Senior Lecturer & Course Coordinator
College of Computer Science & Information Systems

Publication Coordinator
Humaira Kanwal

Editorial Advisory Board (Internal)

Dr. Syed Irfan Hyder
Dr. S.M. Aqil Burney
Dr. Ejaz Ahmed
Dr. Mohammad Irshad Khan
Dr. Shahid Amjad
Dr. Fatima Riaz
Dr. Insia Hussain
Dr. Dr. Ehsan Rehman
Dr. Imran Majid
Dr. Khurram Iqbal
Dr. Zeeshan Shahid
Dr. Seema Ansari
Dr. Sumaira Khan


Editorial Advisory Board (International)

Prof. Dr. Mazliham Mohd Su'ud, President, Universiti Kuala Lumpur, Malaysia
Prof. Dr. Ghassan Al-Qaimari, President, Emirates College of Technology, Abu Dhabi, UAE
Prof. Dr. Patrice Boursier, Universite de La Rochelle, La Rochelle, France
Prof. Dr. Mudassir Uddin, Professor, University of Karachi, Pakistan
Dr. Nadeem Doudpota, Associate Professor, Al-Baha University, KSA
Dr. Haithem Abdelrazaq Almefleh, Associate Professor, Yarmouk University, Yarmouk, Jordan
Dr. Saiful Islam Ansari, Assistant Professor, University of Tabuk, Saudi Arabia