Psychological Patterns regarding Environmental Conscious Behavior among Pakistani Customers

Abstract

Maintaining the clean and healthy environment is necessary for survival of humanity. The current study examines the effect of psychological factors affecting adoption of green purchase behavior (GPB) by selecting a sample form Pakistani consumers. Data collection was made via adopted questionnaire. The data was analyzed through structural equation modeling. Results affirmed that five psychological dimensions significantly support customers to adopt green purchase behavior. The results also revealed that “attitude” has strongest impact on green purchase behavior followed by “concern” whereas the factors having moderate relationship with the purchase behavior included perceived consumer effectiveness (PCE), motivation to adopt green behavior and intention to act.