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Investigating influencing factors on consumers’ choice behavior and their environmental concerns while purchasing green products in Pakistan

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  • Abdul Majeed
  • Ishfaq Ahmed
  • Abdul Rasheed

Abstract

This study aims to investigate the influencing factors on consumers’ choice behavior for green products by applying the theory of consumption values in Pakistan. It also studied the mediating effects of consumers’ environmental concerns among the associations of multidimensional consumption values and choice behavior. The data was collected from the consumers of green products in four metropolitan cities of Punjab Province (e.g. Lahore, Islamabad, Multan, and Faisalabad) using a structured self-administered questionnaire. The random sampling technique was employed. Based on the 480 responses, the empirical findings revealed that functional value-quality, emotional value, conditional value, and epistemic value have a positive impact on consumers’ choice behavior and their environmental concerns. Contrary to this, the functional value-price, social value, and environmental concerns have a negative impact on consumers’ choice behavior. Relating to mediation, environmental concerns have partially mediated between the associations of functional value-quality, functional value-price, emotional value, epistemic value, and consumers’ choice behavior. Practitioners and managers can use the study findings to reach out to their target audiences to increase the consumption of green products in the mainstream market.

Suggested Citation

  • Abdul Majeed & Ishfaq Ahmed & Abdul Rasheed, 2022. "Investigating influencing factors on consumers’ choice behavior and their environmental concerns while purchasing green products in Pakistan," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 65(6), pages 1110-1134, May.
  • Handle: RePEc:taf:jenpmg:v:65:y:2022:i:6:p:1110-1134
    DOI: 10.1080/09640568.2021.1922995
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    Cited by:

    1. Chakraborty, Debarun & Siddiqui, Mujahid & Siddiqui, Aaliyah & Paul, Justin & Dash, Ganesh & Mas, Francesca Dal, 2023. "Watching is valuable: Consumer views – Content consumption on OTT platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Zohra Ghali-Zinoubi, 2022. "Examining Drivers of Environmentally Conscious Consumer Behavior: Theory of Planned Behavior Extended with Cultural Factors," Sustainability, MDPI, vol. 14(13), pages 1-17, July.
    3. Lindokule Mbokane & Lee-Ann Modley, 2024. "Green Consumerism in Young Adults: Attitudes and Awareness in University Students in Johannesburg, South Africa," Sustainability, MDPI, vol. 16(5), pages 1-23, February.
    4. Thanh Tung Ha & Thanh Chuong Nguyen & Sy Sua Tu & Minh Hieu Nguyen, 2023. "Investigation of Influential Factors of Intention to Adopt Electric Vehicles for Motorcyclists in Vietnam," Sustainability, MDPI, vol. 15(11), pages 1-16, May.
    5. Yong Ming Wang & Hafiz Muhammad Fakhar Zaman & Abdul Khaliq Alvi, 2022. "Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust," SAGE Open, , vol. 12(2), pages 21582440221, June.

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