ANALYSIS OF ATTITUDE TOWARDS GREEN PURCHASE: PAKISTAN IN CONTEXT
Syed Ali Raza Hamid, Hateem Adnan Ghafoor, Tamkeen Zehra Shah

Abstract
The present study was conducted to analyze consumers’ attitudes towards the purchase of green products. The purpose of the study was to measure the level of ecological awareness which would hypothetically lead to a positive attitude towards green products. Sampling was done by approaching 300 people, out of which 280 responded to the measurement tool. The respondents were from semi government and multinational organizations across Rawalpindi and Islamabad, and were educated at a bachelors’ degree level or higher. The measurement tool was adopted from some previous researches in the same field. Correlation Coefficient, Regression, Independent Sample t-test and ANOVA were employed for analysis, which revealed that ecological awareness did not contribute to affecting an attitude towards green purchase. With respect to the responses of the two groups i.e. male and female, Independent Sample t-test showed that there was no significant difference. One – way ANOVA indicated that there were no significant differences in attitude with respect to age and education among different groups. The study concluded that ecological awareness of the consumers was found to be at a lower level than expected thus bearing no significant impact on their attitude towards green purchase.

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