Factors influencing consumer preferences to purchase environmental friendly products

Abstract

Climate change holds stern environmental implications. The devastating consequences includes, severe floods, droughts, acid rain, heat waves, ozone depletion high temperature are disrupting the economic stability of Pakistan. To minimize stern environmental deterioration, government has spent a huge investment on “clean green Pakistan” Project but the results are still unsatisfactory and acquires researchers’ dire intention to study Pakistani consumers preference for environment friendly products. Thus, the objective of the study is to investigate the critical factors influencing consumer preferences to buy green products. A quantitatively designed survey approach was considered to examining the theoretically grounded hypotheses of the study. The five point Likert scale questionnaire, consisted upon 30-item was deployed by focusing on convenience sampling method. The data were gathered from 203 targeted respondents in Abbottabad, Pakistan. To statistically examining the collected data we deployed correlation and one to one simple regression method in SPSS. The findings of the study witne­­ssed that consumer’s holds information about green product, quality, price and also intention for environment protection from degradation. Results indicated a weakly significant positive relationship among consumer preference and green price. Consumers are well exposed to green products but resisting to purchase due to higher prices in Pakistan. Thus, study recommends that, concerned authorities including; Government and multinational corporations should try to take proper initiatives by providing subsidy in prices. So customers can conveniently buy/use green products to bring sustainability in environmental degradation.