An Investigation into the Determinants Affecting Green Purchase Intention: Insights from a Developing Country

Abstract

As a concept green marketing commonly aims at encouraging environment friendly goods, which is considered safe for the environment and way of living where individuals can possibly stay. Green marketing is one of the growing concerns for most of the developing countries like Pakistan as evident from literature. In current situation, environmental degradation has emerged as a very hot issue of concern for the society, regulatory authorities and in addition to the corporate sector. Its importance originates from growing ecological concerns like solid wastes, a gradual depletion of ozone, air pollution, water pollution, soil pollution and more importantly global warming. In direction to address the problems related to green marketing in a healthier way, it is vital to know the attitude and behaviour of the working consumers. The current study investigated the issue of green marketing in context of public and private sector universities employees of Khyber Pakhtunkhwa. The study mainly focused on identifying the determinants affecting green purchase intention of consumers. Mixed-method research approach is used in two parts. The 1st part of the research study was based on quantitative method to test the developed hypothesis and validity of the instruments. A simple random sampling technique is used to distribute questionnaire amongst selected sample size. Principle component analysis were used to test the unifactoriality of the constructs. The results of all the tests showed that all items of each factor are correlated with each other, moreover it also provides enough confirmation of the construct validity. Structural Equation Modeling (SEM) Technique was used to check the relational hypothesis. The second part of the research study was based on qualitative technique which helped in identifying practicing in business sector and environmental protection agency (EPA). Indepth interviews were conducted from the owners and managers of corporate sector and EPA officials selected through common purposive sampling technique. Furthermore, a questionnaire was developed on the basis of the theoretical frame work of the study. Finally the results of the quantitative and qualitative techniques were corroborated with each other. The results showed that determinants have somehow positive and somehow negative relationship with green purchase intention of consumers. The researcher identified major factors affecting green purchase intention. With the help of literature, ignored concept of green marketing is discussed in context of Pakistan. Orientation of experts are also discussed in qualitative part of the study. Finally most important and least important factors are identified through hypothesis testing to fill the gap.