Examine The Antecedents of Green Purchase Behavior in Pakistan: Mediating Role of Environmental Attitude

Abstract

The green purchase behavior adoption is gaining importance in third-world countries like Pakistan, and researchers are exploring factors that affect the green purchase behavior of consumers. To achieve these objectives, the present study examined the influence of eco-labeling, environmental knowledge, and social influence as factors of Pakistani consumers' green behavior through the mediating role of environmental attitude towards green purchase behavior. A quantitative method has been utilized, and a structured, close-ended questionnaire was used to get data from 250 consumers in Punjab, Pakistan. Using social cognitive theory, the empirical findings of the study revealed the four direct and two indirect hypotheses were supported, highlighting the importance of eco-labeling, environmental knowledge, social influence, and mediating role of environmental attitude on green purchase behavior of Pakistani consumers. The current study provides theoretical and practical contributions by extending the social cognitive theory in the context of green purchase behavior through the mediating role of environmental attitude. While present research delivers practical guidelines to marketers and policymakers to consider the eco-labeling and social influence while enhancing the green consumer purchasing.