Search results

1 – 1 of 1
Open Access
Article
Publication date: 1 December 2020

Raheem Bux Soomro, Irfan Ali Mirani, Mirani Sajid Ali and Soomro Marvi

This paper aims to assess the impact of green purchasing behavior (GPB) of a young generation in Pakistan.

11403

Abstract

Purpose

This paper aims to assess the impact of green purchasing behavior (GPB) of a young generation in Pakistan.

Design/methodology/approach

The data were collected from students of different colleges affiliated with Shah Abdul Latif University from Sukkur and Larkana regions of Upper Sindh. A total of 400 questionnaires were administrated among students and 361 completed questionnaires were returned. A pen-and-paper method was applied to collect the data.

Findings

Model 1 revels that interpersonal influence and environmental knowledge were found positively related to GPB, whereas media and price were found positively but insignificantly related to GPB. Lastly, trust in green products was also found negatively and insignificantly related with GPB. Model 2 was used to test the moderating impact of price on the relationship between EA and GPB.

Practical implications

To promote GPB, government can play significant role by sponsoring environmental campaigns and environmental culture and these campaigns may include broadcasting promotional messages, distributing leaflets with utility bills, speeches in schools and colleges and advertisements with the help of printing and electronic sources.

Originality/value

Regarding green food purchase, this study’s results contribute to the literature by providing some theoretical contributions in literature. Green purchasing is so far a very new notion in Pakistan and therefore, literature on promotion of GPB is still lacking in the said country.

Details

Asia Pacific Journal of Innovation and Entrepreneurship, vol. 14 no. 3
Type: Research Article
ISSN: 2071-1395

Keywords

1 – 1 of 1