Determinants of Pakistani Consumers’ Green Purchase Behavior: Some Insights from a Developing Country
Afzaal Ali, Athar Ali Khan, Israr Ahmed, Waseem Shahzad

Abstract:
Many studies have been conducted about consumers' green purchase behavior (GPB) in Europe and North America. This research paper examines Pakistani consumers' intention to buy environmentally friendly products. The primary focus of this research paper was to examines and investigate the hypothesized relationship between predictor and criterion variable i.e. green purchase attitude (GPA) and green purchase intention (GPI). The second was to determine the relationship of criterion variable and outcome variable i.e. GPI and GPB. Finally, the third objective was to ascertain the moderating effect of perceived product price and quality (PPP&Q) between GPI and GPB. Survey was conducted in four university of Rawalpindi and Islamabad. The target population for this study was the under graduate, graduate and postgraduate students. The sample consisted of 400 participants and convenience random sampling was used. The results from this study showed that consumers are ready to buy green products more often, but as for as the price and quality is concern, green products must
perform competitively just like the traditional products. Furthermore, this study also discusses how the present findings may help the Pakistani government and businesses/ green marketers to fine-tune their environmental program.

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