GREEN PURCHASE BEHAVIOR: KEY DRIVERS OF ECO-FRIENDLY CONSUMER CHOICES
Keywords:
Green purchase behavior (GPB), green purchase intention (GPI), ecological conscious consumer behavior (ECCB), willingness to pay (WTP), skepticism, social influence, sustainable consumption, sustainability, environmental marketing, and green products.Abstract
This study investigates key factors influencing green purchase behavior (GPB) in Karachi, focusing on
ecological consciousness (ECCB), willingness to pay (WTP), skepticism, social influence, and green
purchase intention (GPI). Based on data from 203 respondents—55.7% male and 89.7% aged 25
35—regression analysis revealed that ECCB, WTP, and skepticism significantly affect GPI, while
social influence does not. The model showed a strong predictive power for GPI (adjusted R² = 0.732),
and GPI positively influenced GPB (adjusted R² = 0.442). The findings highlight that strong ecological
awareness and reasonable pricing aligned with consumer expectations are critical for encouraging green
purchases. However, overpricing based on environmental claims may deter potential buyers. The study
recommends future research with a broader, more diverse sample to enhance generalizability.
