UNBOXING THE IMPACT OF GREEN PRODUCT ORIENTATION AND SOCIAL INFLUENCE ON GREEN PRODUCT PURCHASE INTENTIONS: A MODERATING CASE OF ENVIRONMENTAL CONCERN.

Abstract

This research examines the factors influencing consumer intentions to purchase green products in Pakistan, specifically focusing on social influences, green product orientation. The study also explores the moderating effect of environmental concerns between the variables. Data were collected from consumers aware of green products through a structured survey with a five-point Likert scale, using a descriptive research design and simple random sampling. The analysis, conducted using PLS-SEM (4.0). These findings suggest that businesses and policymakers should leverage social influence and align marketing strategies with consumer environmental values. Additionally, promoting social support for green initiatives and providing incentives could increase green product adoption rates. The future research is intended to investigate other moderating variables, to use longitudinal study designs, and to include other demographics to gain more insight into the factors driving green product purchase intentions.