Antecedents Affecting Customer’s Purchase Intentions towards Green Products

Abstract

Green marketing is a process of producing environment friendly product. Such type of products that are safe from different hazards. Now a days Green marketing is exploring day by day. The eco-friendly products are making by many companies in Globe. Our Purpose of this study is basically to identify that what kind of factors influence the green purchase intentions of consumer of Pakistan. Four preceding factors influence the consumer’s purchase intentions based green marketing. By using self-administered questionnaires we collected data from our 160 respondents. For regression analysis we entered all that data into SPSS and do analysis also. Results of our study show significant relationship of green purchase attitude, green perceived value, green trust and ecological knowledge on green purchase intention. These factors influence the green purchase intention. Our this study is a vital source for the national and international marketers to collect information how different factors effect consumer’s purchase intention.