TOWARDS SUSTAINABLE CONSUMPTION: FACTORS INFLUENCING GREEN BUYING BEHAVIOR IN KARACHI

Abstract

Purpose: Rapid depletion of resources like air, water and soil have created a universal awareness about environmental degradation and the need for an urgent and sustainable solution. Against this backdrop, consumers in Pakistan like rest of the world are recognizing the benefits of sustainable lifestyle and green products. The paper studies the role of factors that influence green purchase intention and consumer behavior. 
Design/methodology: A cross-sectional study was conducted to collect quantitative data from 301 respondents of Karachi and data was analyzed using partial least square structural equation modeling approach.
Findings: Findings suggest that subjective norm and perceived behavior control have positive impact on purchase intention and consumer behavior while attitude has no impact on purchase intention or consumer behavior. Green communication on the other hand has no direct influence on consumer behavior but its impact on purchase intention is supported.
Research Limitations: This study was limited to Karachi as the populous of Karachi contains people from all over the country who come to the metropolitan city to look for better work opportunities and living standards but this also limits the research to a particular city with its particular constraints so future research can include a larger sample from all over the country.
Practical Implications: The literature and the findings of the study can help the companies understand the formation of consumer attitudes towards green purchase intentions and through this understanding, they can successfully identify, tap and capitalize on their target market and enjoy successful saturation of their green products.