The Effect Of Green Purchases On University Students In Pakistan: An Empirical Study

Abstract

In the digital era, consumers possess extensive knowledge regarding product quality and benefits, enhancing their awareness of purchase behaviors and the associated social and environmental consequences. Environmentally conscious consumers have consistently favored environmental sustainability throughout time. Despite heightened environmental concerns, numerous factors hinder widespread green purchasing. This study investigates that drive individuals towards environmentally sustainable items. A total of 1,185 Pakistani university students provided their data, which was then analyzed via multiple regressions. The green buying behavior of surveyed students is primarily impacted by their green purchase intention, environmental concerns, perceived consumer effectiveness, and environmental knowledge that significantly influences GPB. The statistics indicate that young customers possess environmental awareness and are inclined to purchase sustainable products, irrespective of demographic factors. This study seeks to enhance young consumers' understanding of sustainable consumerism. Furthermore, it assists Pakistani officials and marketers in enhancing their strategy for promoting and benefiting from green products. Future research may employ many constructs and methodologies to address existing knowledge gaps.

Keywords:  Environmental knowledge (EK); Green Purchase Intention (GPI); green purchase behavior (GPB), environmental concerns (EC).