The Impact of Green Perceived Value and Its Additional Multidimensional Expanded Variables Effect on Customer Attitude and Purchasing Intention for Buying Green Food Products: A Case of Pakistan

Abstract

The main objective of this study is to determine the relationships between Green perceived value and its multiple attitudes towards buying the green items, affecting the consumers' intention to purchase the green edibles and to explore the leading role of GPV attributes on consumer behaviors for the food industry. The Attitude to purchase green products is influenced by independent variable GPV and its multiple sub-constructs (Functional value, Conditional value, social value, Emotional value, Individualistic values, and Collectivistic values. Whereas attitude to purchase green products and the purchase intention are used as the dependent variables. The relevant information was collected from the 300 consumers of Karachi, a cosmopolitan city of Pakistan who has the potential of buying green products. Furthermore, the information ware tested through the PLS-SEM (partial least square - Structural Equation Modeling) software to check the effect of the sub-constructs of Green Perceived Value on Attitude to Purchase and the purchase intention respectively. Results of the study show that the Functional value, Conditional value, social value, emotional value has a strong positive and significant impact on the attitude to purchase green products while individualistic and collectivistic values have a positive but insignificant association with the attitude to purchase green. Also, a positive and significant impact is observed from Attitude to purchase on the purchase intentions. This study provides valuable insights to marketing managers on how the overall perception of green products influences the consumers which will then help them to develop effective strategies for the consumers to go green. The research focuses on the overall organic industry to gain market position by giving good customer experience by identifying strong variables that would influence their perception to purchase green products.