Journal Article

Exploring Determinants of Green Buying Intentions: An Empirical Investigation Among Consumers in an Emerging Market—Evidence from Pakistan

Muhammad Ashar Asdullah, Inayat Ul Haq Subhani, Sidra Mehmood

2025

Overview

This study investigates the factors influencing green buying intentions among consumers in Pakistan, with a focus on the relationships among attitudes, subjective norms, perceived behavioral control, perceived value, and willingness to pay for premium green products. Employing a quantitative methodology through an online survey of 250 participants. The results indicate that all examined variables significantly impact consumers' intention to purchase green products. Specifically, positive attitudes and subjective norms were found to have a profound influence on green buying intentions, underpinning the relevance of the Theory of Planned Behavior. Furthermore, perceived value and willingness to pay were crucial in determining the premium consumers are willing to invest in sustainable products. These findings offer practical implications for marketers and policymakers in crafting effective strategies to promote sustainable consumption. They also provide a theoretical enhancement to existing literature by elucidating the psychological mechanisms driving eco-friendly purchasing behaviors in emerging markets.