Socioeconomic Determinants of Green Purchasing Behavior: A Case Study of Multan District, Pakistan
DOI:
https://doi.org/10.5281/zenodo.11484896Keywords:
Green Purchasing Behavior, Environmental Awareness, Health Consciousness, Green Marketing Strategies, IncomeAbstract
Purpose: The focus of this research is to examine how much socioeconomic factors influence Green Purchasing Behavior (GPB) in Multan City. Moreover, it also investigates the impact of income, prices, individual’s environmental knowledge, and environmental and health concerns on GPB.
Design/Methodology/Approach: The study collected 400 samples using a random sampling technique. We applied partial least squares structural equation modeling (PLS-SEM) to estimate the relation among the variables.
Findings: The results indicate that environmental awareness, environmental concern, health consciousness, and green marketing strategies can promote GPB while high prices of green products discourage it.
Implications/Originality/Value: The findings of the study highlight the significance of socioeconomic factors in promoting green purchasing behavior in Pakistan. This will help implement customized policy initiatives to encourage environmentally friendly consumption in Pakistan.
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