Green Buying Behavior in Pakistan: An Empirical Study


  • Naveed Jan


Environmental concern, perceived value, personal norms, willingness to pay, purchase intention, age, gender, education, green purchase behavior.


The aim of this research work is to determine the green buying behavior of consumers with their determinants by using theory of planned behavior in Pakistan. In this article, framework is modified by adding age, gender and education as moderators and its moderating effects is determined between purchase intention and purchase behavior. We gathered data from 250 respondents of different age brackets. We used online questionnaire method for the collection of data. Our research design is quantitative. To check proposed framework, we have utilized PLS and SPSS software. We used the structural modeling techniques and bootstrapping procedure to test hypothesis. The findings show that environmental concerns, perceived value and willingness to pay are predictor of purchase intention and purchase behavior. While personal norm is not a predictor of purchase intention and purchase behavior. Lastly moderators do not moderate the relationship between purchase intention and purchase behavior. This study is helpful for marketers and advertisers so that they used this research for creating awareness among people about green buying products to make the eco-friendly environment which is beneficial for the sustainability and the welfare of the society. This research shows the importance of theory of planned behavior while describing the green buying behavior or intentions towards the eco-friendly products. This study has a contribution in the research literature by including moderating effects of age, gender and education in the green buying behavior framework. This study is conducted in a different context of Pakistan.



Author Biography

Naveed Jan