IDEAS home Printed from https://ideas.repec.org/a/rfh/bbejor/v13y2024i2p93-101.html
   My bibliography  Save this article

Exploring the Drivers of Green Purchasing Behavior: Evidence from Pakistan

Author

Listed:
  • Hijab Azhar

    (Kinnaird College for Women, Lahore, Pakistan)

  • Laiba Asif

    (Kinnaird College for Women, Lahore, Pakistan)

  • Tehreem Jehan

    (Kinnaird College for Women, Lahore, Pakistan)

  • Hira Khurram

    (Kinnaird College for Women, Lahore, Pakistan)

  • Javaria Asim

    (Kinnaird College for Women, Lahore, Pakistan)

Abstract

The study delves into the factors influencing green purchasing behaviour in Pakistan's growing market. The study was conceptually centred on the diffusion of innovation and the theory of planned behaviour models. The relevance of the interrelationships between the items measuring the components of the research was determined using the Process Hayes model 4. The findings demonstrate that attitude has a substantial positive interconnection with relative advantage, compatibility, and observability; however, complexity has a strong negative correlation. According to the data, customers, particularly the younger generation, are more likely to choose green items, with environmental effects being a critical issue. However, the complex nature of green goods has little effect on their attitude. Finally, the findings of this study add to the current body of knowledge on green purchasing behaviour while providing actionable recommendations for promoting sustainable consumption habits in Pakistan.

Suggested Citation

  • Hijab Azhar & Laiba Asif & Tehreem Jehan & Hira Khurram & Javaria Asim, 2024. "Exploring the Drivers of Green Purchasing Behavior: Evidence from Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 93-101.
  • Handle: RePEc:rfh:bbejor:v:13:y:2024:i:2:p:93-101
    DOI: https://doi.org/10.61506/01.00302
    as

    Download full text from publisher

    File URL: https://bbejournal.com/BBE/article/view/808/778
    Download Restriction: no

    File URL: https://bbejournal.com/BBE/article/view/808
    Download Restriction: no

    File URL: https://libkey.io/https://doi.org/10.61506/01.00302?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Yadav, Rambalak & Pathak, Govind S., 2017. "Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior," Ecological Economics, Elsevier, vol. 134(C), pages 114-122.
    2. Muhammad Farhan Asif & Umme-Kulsoom Mirza & Ahmed Hussain Khan & Muhammad Zeeshan Asif & Sofia Riaz & Shahbaz Ahmed, 2017. "Job Satisfaction: Antecedent and Consequences," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 6(4), pages 185-194, December.
    3. Sajjad Ahmad Afridi & Wajid Khan & Maqsood Haider & Asad Shahjehan & Bilal Afsar, 2021. "Generativity and Green Purchasing Behavior: Moderating Role of Man-Nature Orientation and Perceived Behavioral Control," SAGE Open, , vol. 11(4), pages 21582440211, October.
    4. Sven Müller & Johannes Rode, 2013. "The adoption of photovoltaic systems in Wiesbaden, Germany," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 22(5), pages 519-535, July.
    5. Ullah, Asad & Ali, Amjad, 2024. "Investigating Corruption, Income Inequality, and Environmental Degradation in Pakistan: A Time Series Analysis," MPRA Paper 121291, University Library of Munich, Germany.
    6. Hock‐Hai Teo & Xinwei Wang & Kwok‐Kee Wei & Choon‐Ling Sia & Matthew K. O. Lee, 2006. "Organizational learning capacity and attitude toward complex technological innovations: An empirical study," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 57(2), pages 264-279, January.
    7. Roussel, Yannick & Audi, Marc, 2024. "Exploring the Nexus of Economic Expansion, Tourist Inflows, and Environmental Sustainability in Europe," MPRA Paper 121529, University Library of Munich, Germany.
    8. Papaporn Chaihanchanchai & Saravudh Anantachart, 2023. "Encouraging green product purchase: Green value and environmental knowledge as moderators of attitude and behavior relationship," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 289-303, January.
    9. Nosakhare Peter Osazuwa & Ayoib Che-Ahmad, 2016. "The moderating effect of profitability and leverage on the relationship between eco-efficiency and firm value in publicly traded Malaysian firms," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 12(2), pages 295-306, June.
    10. Jebarajakirthy, Charles & Lobo, Antonio C., 2014. "War affected youth as consumers of microcredit: An application and extension of the Theory of Planned Behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 239-248.
    11. William Young & Kumju Hwang & Seonaidh McDonald & Caroline J. Oates, 2010. "Sustainable consumption: green consumer behaviour when purchasing products," Sustainable Development, John Wiley & Sons, Ltd., vol. 18(1), pages 20-31.
    12. Nosakhare Peter Osazuwa & Ayoib Che-Ahmad, 2016. "The moderating effect of profitability and leverage on the relationship between eco-efficiency and firm value in publicly traded Malaysian firms," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 12(2), pages 295-306, June.
    13. Nguyen Thi Hoang Yen & Dung Phuong Hoang, 2023. "The formation of attitudes and intention towards green purchase: An analysis of internal and external mechanisms," Cogent Business & Management, Taylor & Francis Journals, vol. 10(1), pages 2192844-219, December.
    14. Arts, Joep W.C. & Frambach, Ruud T. & Bijmolt, Tammo H.A., 2011. "Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 134-144.
    15. Ritsuko Ozaki, 2011. "Adopting sustainable innovation: what makes consumers sign up to green electricity?," Business Strategy and the Environment, Wiley Blackwell, vol. 20(1), pages 1-17, January.
    16. Nombulelo Dilotsotlhe, 2021. "Factors influencing the green purchase behaviour of millennials: An emerging country perspective," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1908745-190, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fabian Scheller & Isabel Doser & Daniel Sloot & Russell McKenna & Thomas Bruckner, 2020. "Exploring the Role of Stakeholder Dynamics in Residential Photovoltaic Adoption Decisions: A Synthesis of the Literature," Energies, MDPI, vol. 13(23), pages 1-31, November.
    2. Khuong, Phuong M. & Scheller, Fabian & McKenna, Russell & Keles, Dogan & Fichtner, Wolf, 2020. "Willingness to pay for residential PV: Reconciling gaps between acceptance and adoption," Working Paper Series in Production and Energy 46, Karlsruhe Institute of Technology (KIT), Institute for Industrial Production (IIP).
    3. Wen‐Min Lu & Qian Long Kweh & Irene Wei Kiong Ting & Chunya Ren, 2023. "How does stakeholder engagement through environmental, social, and governance affect eco‐efficiency and profitability efficiency? Zooming into Apple Inc.'s counterparts," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 587-601, January.
    4. Prudence Dato, 2018. "Investment in Energy Efficiency, Adoption of Renewable Energy and Household Behavior: Evidence from OECD Countries," The Energy Journal, International Association for Energy Economics, vol. 0(Number 3).
    5. PUDARUTH Sharmila & JUWAHEER Thanika Devi & KOODRUTH UmmeYusra, 2017. "Understanding The Ecological Adoption Of Solar Water Heaters Among Customers Of Island Economies," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 12(1), pages 148-173, April.
    6. Mir Misnad Sultana, 2024. "Factors Influence on Consumers’ Organic Food Purchasing Decisions: An Empirical Investigation in Bangladesh," International Journal of Science and Business, IJSAB International, vol. 33(1), pages 76-94.
    7. Dur-e-Shahwar & Dr. Fouzia Ashfaq & Maliha Khan, 2024. "The Impact of Visual Packaging Design on Perceived Food Product Quality and Brand Preference with Moderating Effect of Gender," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(1), pages 714-719.
    8. Wintschnig, Bea Alexandra, 2021. "The Attitude-Behavior Gap – Drivers and Barriers of Sustainable Consumption," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(2), pages 324-346.
    9. Emily Schulte & Fabian Scheller & Daniel Sloot & Thomas Bruckner, 2021. "A meta-analysis of residential PV adoption: the important role of perceived benefits, intentions and antecedents in solar energy acceptance," Papers 2112.12464, arXiv.org.
    10. Alvi, Aramish Altaf & Audi, Marc & Ashiq, Rakhshanda, 2024. "Is indirect Taxes Bad for the Poor? Examining the Determinants of Poverty in Pakistan," MPRA Paper 121536, University Library of Munich, Germany.
    11. Ayiza Arshad & Atif Khan Jadoon & Ambreen Sarwar & Maria Faiq Javaid, 2024. "Towards Asian Countries Sustainable Development: The Nexus between Information and Communication Technology, Energy Consumption and Carbon Dioxide Emission," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 1-8.
    12. Chawla, Yash & Kowalska-Pyzalska, Anna & Skowrońska-Szmer, Anna, 2020. "Perspectives of smart meters’ roll-out in India: An empirical analysis of consumers’ awareness and preferences," Energy Policy, Elsevier, vol. 146(C).
    13. Ateeque Anwer, 2024. "How Oil Price Shocks Influence on Inflation Rate? Evidence from Malaysian Economy," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 350-356.
    14. Dongnyok Shim & Jungwoo Shin & So‐Yoon Kwak, 2018. "Modelling the consumer decision‐making process to identify key drivers and bottlenecks in the adoption of environmentally friendly products," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1409-1421, December.
    15. Mengtian Zhang & Huiling Wang, 2024. "Exploring the Factors Affecting Farmers’ Willingness to Cultivate Eco-Agriculture in the Qilian Mountain National Park Based on an Extended TPB Model," Land, MDPI, vol. 13(3), pages 1-24, March.
    16. Juraj Rašiæ & Boris Crnkoviæ & Marija Ham, 2024. "The influence of personal motives and personal norm on purchasing sustainable products," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 42(1), pages 167-196.
    17. Fabian Scheller & Karyn Morrissey & Karsten Neuhoff & Dogan Keles, 2023. "Green or greedy: the relationship between perceived benefits and homeowners' intention to adopt residential low-carbon technologies," Papers 2308.10104, arXiv.org.
    18. Sehrish Arshad & Samittra Joseph & Saif Ur Rahman & Sadia Idress & Tanveer Ahmad Shahid, 2024. "Decarbonizing the Future: A Critical Review of Green Energy, Financial Inclusion and Trade Openness on CO2 Emissions," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 160-163.
    19. Sami Ullah Nagra & Sania Batool & Iqra Bashir & Dr. Muhammad Ayub, 2024. "Exploring the Dynamics of Trade in Developing Countries: A Panel ARDL Analysis of Renewable Electricity, Labor Force, and Economic Factors," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 418-423.
    20. Fabian Scheller & Isabel Doser & Emily Schulte & Simon Johanning & Russell McKenna & Thomas Bruckner, 2021. "Stakeholder dynamics in residential solar energy adoption: findings from focus group discussions in Germany," Papers 2104.14240, arXiv.org.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfh:bbejor:v:13:y:2024:i:2:p:93-101. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Muhammad Irfan Chani (email available below). General contact details of provider: https://edirc.repec.org/data/rffhlpk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.