Attitude and Consumer Behavior Towards Ecofriendly Products in Punjab, Pakistan: A Way Forward for Sustainable consumer behavior

Abstract

Sustainable consumption patterns are need of hour to achieve the sustainable development goals especially in developing world where the population is increasing at fast pace. In developing countries, environmental consideration while consumption is very important. The major heed for the environment has been raised due to increasing extinction of natural resources and the global warming. However, awareness is still at the beginning stages in most of the developing countries like Pakistan. Now both marketers and consumers are diverting to the ecofriendly products because of awareness about imputation of global warming, non-bio degradable solid waste, harmful import of pollutant etc. With the growing awareness, many businesses have accepted their responsibility not to harm the environment and not to waste the natural resources. These environmental issues lead to further investigation in order to acquire more knowledge in handling this matter. This study examines the factors that trigger consumer to buy ecofriendly products. The present study is conducted to determine the consumer purchase intention (as dependent variable) among the consumers in study area, by using product price, environmental awareness and concerns, green promotion and availability (as independent variables). A well-structured questionnaire was developed to collect primary data from 220 respondents. Simple random sampling technique was used to collect data. Furthermore, advertisement and the significance of environmental knowledge also prompt to believe of consumer on green claim products. On the other hand, pay an extra price for ecofriendly products are also show a positive attitude towards purchase intention. However, we also come across to that point that positive attitude does not lead to action i.e. purchase of these products. The most powerful element that influence purchase of green products was environmental concerns that will help to reduce in production of unsustainable products. Consumer buying choices can make a difference to the environment just because of awareness and could be accelerate the consumption of ecofriendly products.