FACTORS INFLUENCING GREEN PURCHASE BEHAVIOR OF YOUNG PEOPLE IN PAKISTAN: THE MEDIATING EFFECT OF ENVIRONMENTAL ATTITUDE

Abstract

The purpose of this study is to learn about the Green Purchase Behavior (GPB) of young people in Pakistan. This study investigates the impact of Environmental Knowledge (EK), Message through Media (MTM), and Green Loyalty (GL) on the Green Purchase Behavior (GL) of young consumers in Pakistan. Moreover, the said research aims to investigate the mediating role of Environmental Attitude (EA) in the association between EK, MTM, GL, and GPB. However, the results of the study show that EK, MTM, and GL significantly impacted GPB. The result also shows that environmental attitude mediates the association between the main costal variables. Furthermore, in order to enhance GPB, the government can play a vital role by supporting financially entrepreneurs who want to introduce eco-friendly goods to local or international consumers.