Muhammad Zeeshan, Ridzuan Masri


Abstract. The purpose of this paper is to examine the relationship between green perceived value/green
knowledge and intentions to buy green products through green attitude. The research object of this study focuses on Pakistanis consumer. The study undertakes the empirical study and therefore, data are collected through a self-administered questionnaire form 252 respondents. Structural equation modelling technique is used for the analysis of the data with the help of AMOS 22. The empirical results show that green perceived value, green knowledge and green attitude are drivers of intentions to buy green products. Although previous studies have investigated the pertinent issues about green consumer behavior, however, very few studies have been conducted in developing counties like Pakistan. Compared to other developing countries, research on environmental issues in Pakistan is still in the very early stages. This study proposes a research framework which could be helpful for green marketing companies to enhance consumes intentions to buy green products via green perceived value, green knowledge and the green attitude. The empirical results of this study address a serious gap in the existing literature especially in the perspective of an emerging country in the context of green products perception knowledge, attitude and purchase intention. The findings from this study offer significant implications for marketers, academicians as well as policymakers who may concern in promoting extensive promotion and/or adoption of green products.
Keywords: green products, green perceived value, green attitude, green knowledge and customer.

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