Driving Sustainable Consumption: The Impact of Green Product Attributes and Consumer Trust on Green Purchase Intention

Abstract

The research aims to study the effects of being aware of green products and developing trust on green purchasing intention among post-millennial customers in Pakistan. It further investigates how green purchasing is affected by how sensitive people are to prices, their influence on the social environment and their perceptions of green value. Data was collected by distributing a closed ended questionnaire online to 179 customers in Karachi. For this study, a purposive sample was used to include respondents who had already expressed interest in green products. To profile the demographics, IBM SPSS Statistics Version 21 was used. Evaluation of the model’s validity, reliability and expected structure among the constructs was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.1.1.2. Green purchase intention increased whenever green perceived value also increased which in turn benefited from both green product awareness and green trust. It is also found that green perceived value affects the ability of awareness and trust to reach purchase intention. It was also found that the link between green buying intentions and green value is strengthened by social influence but weakened by how sensitive people are to prices. These findings suggest that marketers and sustainability focused groups should increase customer trust, green product education, and harness the power of societal norms to increase sustainable consumption. Policymakers can incentivize the wider adoption of green products to remove price barriers. This research contributes to the growing literature on sustainable consumer behavior in developing countries by bringing together cognitive, emotive, and contextual factors under a single framework.  It provides practical recommendations for promoting mindful consumption as per Sustainable Development Goals (SDG).