Evaluating the Impact of Behavioral Factors on Purchase Intention of Green Products in Pakistan

Abstract

Purpose: Today, global warming is one of the most pressing issues facing the world, and it is primarily caused by greenhouse gases. Thus, the development of green products is one of the industrial endeavors to address this dilemma by permitting at least partial proportionate decrease in global-gas-emissions. Determinants of customer purchasing intention for green products are examined in this study. Design/Methodology/Approach: For conducting this research, the data is gathered from 304 respondents. SPSS is used for descriptive analysis and inferential analysis using the software Smart PLS 3. The provided hypothesis was analyzed in two-step approach using partial least squares structural equation modeling (Smart-PLS 3). Findings: The findings revealed that ATGP and SN do not significantly influence purchase intention but have an indirect impact on it. WTP has a significant mediation between ATGP, SN and GPI, while EC are seen to predict directly and indirectly GPI. Implications/Originality/Value: To explain the effect of behavioral factors on green purchasing intention, this study uses willingness to pay as a mediator to add environmental concern as a predictor to the standard TPB behavioral model. The novelty of the study is evaluating the mediating impact of willingness to pay more.

Keywords

• Theory of planned behavior
• Green Purchase Intention
• Attitude toward Green Product
• Environmental concern
• Subjective Norm