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Willingness to Purchase Green products: Evidence from Educated Segment of Southern Punjab

Author

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  • Kousar, Rehana
  • Khan, Muhammad Imran
  • Khan, Qaisar Maqbool

Abstract

Purpose: In this study, we explore the influence of environmental concern on willingness to purchase green product of selected segment of educated consumers. Among environmental concern variables eco-labeling positive significant and lack of knowledge has negative and significant related to the willingness to purchase green product.Design/Methodology/Approach: It is a questionnaire based survey. 500 questionnaires distributed among selected segment of educated consumers out of which 305 found suitable for empirical analysis. Logistic regression model was used to examine the connection between willingness to purchase green product and environmental concern variables (i.e. Environmental concern, comfort, eco-labeling and lack of knowledge).Findings: Logistic regression result suggest that environmental concern has negative and comfort has positive influence on willingness to purchase green product however relationship is insignificant. Eco-labeling has positive and significant impact on willingness to purchase green product. Lack of information has negative and significant impact on willingness to purchase green product.Implications/Originality/Value: So it is concluded that study has several practical implications, marketers and policy makers can adopt strategies to stimulate the segment of educated people for purchasing green product and reducing pollution.

Suggested Citation

  • Kousar, Rehana & Khan, Muhammad Imran & Khan, Qaisar Maqbool, 2017. "Willingness to Purchase Green products: Evidence from Educated Segment of Southern Punjab," Journal of Business and Social Review in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 3(1), pages 131-138, June.
    • Handle: RePEc:src:jbsree:v:3:y:2017:i:1:p:131-138
    DOI: http://doi.org/10.26710/jbsee.v3i1.84
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