Green Marketing A Study of Consumers Attitude towards Environment Friendly Products
Concerns regarding the preservation of environment are increasingly becoming evident in the ecoconscious market places. This has resulted in the emergence of green marketing concept which has been adopted by developed countries long ago, but recently developing countries like Pakistan have awakened to green movement as well. This study investigates the consumers' attitude towards environment friendly products and its' impact on consumers' purchases intentions. It was conducted in the third largest city and industrial hub of Pakistan i.e. Faisalabad, where due to heavy industrial activities and large population, environmental issues have become the persistent public concerns. The primary focus of this research is to investigate whether the green marketing influences consumer's buying behavior or not. Furthermore the factors that motivate green buying attitude among the consumers are examined and major challenges/ problems confronted by the consumers are identified. A survey is conducted from a sample of 150 respondents selected through convenience sampling technique. The data is analyzed by employing descriptive statistics and regression analysis. The results of the study show that consumers' attitude significantly influences consumer's green buying intentions along with other major variables like eco literacy, values, perceptions and behavior. It is found that there is great potential for environment friendly products in Pakistan consumers, as considerable number of respondents tends to be collectivistic and ecologically conscious that ensures more chances of their engagement in pro environmental behavior and hence influencing their green purchase intentions.