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1 – 1 of 1Raheem 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.
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