GREEN PURCHASE BEHAVIOR: KEY FACTORS DRIVING ECO- FRIENDLY CONSUMER CHOICES FOR ENHANCED SUSTAINABILITY

Abstract

This study is about factors driving green purchase behavior in Karachi, considering ecological consciousness, WTP, skepticism, social influence, and consumer behavior intentions. From this, 203 respondents were drawn for the study, out of which the male participants accounted for 55.7% of the total sample, and 89.7% belonged to the age bracket of 25-35 years. The regression analysis of ECCB, WTP, and skepticism significantly impacts GPI. Still, social influence does not have significant effects on green purchase intention. The regression model adjusts the R-squared on prediction for GPI to be 0.732. It shows high reliability when explaining the green purchase intention. More importantly, GPI has a positive effect on GPB. In the case of this, the adjusted R-squared is 0.442. The study's outcome suggests that high ecological consciousness and price congruence with consumer expectations must exist to induce green purchases. Overpricing based on environmental benefits limits marketers' market access. Future studies need to use diverse demographic factors and a more significant population than the convenience sample used in the current study.