International Journal of Management Research and Emerging Sciences

Vol 15, No 2, June 2025, PP. 101-120

Exploring Determinants of Green Buying Intentions: An Empirical Investigation

Among Consumers in an Emerging Market—Evidence from Pakistan

Sidra Mehmood
University of South Asia, Lahore Pakistan
sidramehmood2131@gmail.com
Inayat Ul Haq Subhani
Lahore Garrison University, Lahore, Pakistan
Muhammad Ashar Asdullah
York St John University, London Campus, UK
asharuos@gmail.com

Corresponding: haadihaq@gmail.com
ARTICLE INFO ABSTRACT
Article History: This study investigates the determinants influencing green buying intentions
Received: 19 Mar 2025 among consumers in Pakistan, focusing on the relationships among attitudes,
Revised: 23 May 2025 subjective norms, perceived behavioral control, perceived value, and willingness
Accepted: 03 Jun 2025 to pay for premium green products. Employing a quantitative methodology through
Available Online: 26 Jun an online survey of 250 participants, the results indicate that all examined variables
2025 significantly impact consumers' intentions to purchase green products.
Specifically, positive attitudes and subjective norms were found to have a profound
DOI: influence on green buying intentions, underpinning the relevance of the Theory of
https://doi.org/10.56536/ijmres.v15i2.776 Planned Behavior. Furthermore, perceived value and willingness to pay were
crucial in determining the premium consumers are willing to invest in sustainable
Keywords: products. Attitudes serve as a key mechanism through which the relationship
Green purchase intention, between environmental knowledge (i.e., eco-labeled products) and purchase
perceived control behavior, intentions is expressed. Additionally, subjective norms influence green buying
perceived value, attitude, intentions, as social pressure and group behaviors help shape individual purchase
subjective norms, willingness decisions. These findings offer practical implications for marketers and
to pay for premium products policymakers in crafting effective strategies to promote sustainable consumption.
By highlighting the long-term societal and personal benefits of green products,
businesses can increase consumer commitment and raise perceived value. To
JEL Classification:
increase green market penetration, businesses should develop price and message
Q01, M31, D12, Q56, L15
strategies tailored to younger consumers, who show a greater willingness to pay
for sustainable solutions. However, green marketing skepticism can
counterbalance these social norms, underlining the need for honest, transparent
marketing practices to foster an environment conducive to sustainable purchases.
This study also provides a theoretical enhancement to existing literature by
elucidating the psychological mechanisms driving eco-friendly purchasing
behaviors in emerging markets.
© 2025 The authors, under a Creative Commons Attribution-Non-Commercial 4.0.

INTRODUCTION
Environmental ethics have become a vital topic for both businesses and consumers across
world as environmental degradation accelerates. Globally there has been growing emphasis on growth
that is sustainable, with many developed countries pioneering research and practice in green buying
behavior. These nations have experienced increasing consumer cognizance and demand for products
that are eco-friendly in nature, driven by heightened environmental concerns and moral considerations.
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For instance, studies in Western countries reveal that a noteworthy number of consumers are willing
to pay a premium for sustainable goods, influenced by social norms, perceived environmental impact,
and ethical values (Suchard & Polonsky, 2007; Zhang et al., 2025). Underline experiences offer
valuable insights with respect to psychological, cultural and economic factors that endorse green
buying, this enables other countries particularly the developing ones to enterprise effective strategies
for sustainable consumption. Thoughtful these global trends are vital before focusing on emerging
markets, where green consumerism is still in nascent stages but rapidly evolving.
Environmental ethics have become a crucial topic for both consumers and businesses in the modern
world. As the environment continues to deteriorate, there are growing worries about protecting it,
which has led to ethical consumption known as "green consumerism” (Moisander, 2007). The concept
of ethical consumption has been gaining traction among academics and practitioners alike
(Papaoikonomou et al., 2011). Their product tastes are also evolving as a result of consumers' growing
environmental concerns. Thus, based on these preferences, customers today favor eco-friendly
products, just as they favor environmentally conscious companies (Chernev et al., 2024; Han & Kim,
2010). Green buying behavior or green consumption is basically an all-encompassing set of ethical
consumption. From the perspective of previous studies, green buying intentions are influenced by
many underlying variables like product knowledge, price, attitude, environmental concerns, and
perceived consumer effectiveness (Laroche et al., 2001). Apart from developed nations, green
consumption is also gaining its toehold in developing nations; thus, based on rapid changes in
consumer consumption patterns, there seems to be a critical need for marketers to understand these
changes so they can articulate strategies accordingly (Mishra & Mishra, 2025; Lu, 2015). As already
mentioned, in developed countries the concept of green buying is well established, whereas it’s still
emerging in developing countries like Pakistan. Thus, the study will be conducted in the Pakistani
context as well, to understand how consumers’ preferences for green products are affected and what
variables impact the consumption of green products. The study is purely related to the field of
consumer behavior since it studies consumers or individuals and activities associated with their
purchases.
Green buying intentions of consumers are greatly dependent on how much they are concerned about
the environment (Hakuduwal, 2025; Zhang et al., 2025). Evidence suggests that consumers,
particularly in the West, are more concerned about their regimes, lifestyles, and environment;
accordingly, consumers in the West are becoming more environmentally accountable. Since the 2010s,
many polls, particularly in the West, have clearly identified that environmental concerns and
awareness among consumers are increasing day by day. For example, a study on Australian consumers
found that nearly 60% of people are more willing to pay for environmentally friendly products
(Suchard & Polonsky, 2007).
The growth of these environmental crises in recent years has driven awareness of sustainable
development to become more prevalent in consumer behavior, due to the increasing need for
consumers to invest in more sustainable products. A key component of this change is understanding
the motivations behind green purchasing decisions, particularly in emerging markets such as Pakistan.
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Previous research on sustainable consumption has tended to focus on developed countries, and little
is known about consumer attitudes and behaviors towards environmentally sustainable products in
developing economies. This study intends to fill such a gap by examining the antecedents of green
purchasing intentions of consumers in Pakistan. This study particularly explores the direct effect of
attitudes, subjective norms, perceived behavioral control, perceived value, and willingness to pay more
for eco-friendly products. The proposed framework provides a means to progress within academia so
that sustainable consumption gains visibility and is acted upon in both developing theory and practice.
To the authors' knowledge, the study about the role of technology acceptance in augmenting Green-
SMEs has not been conducted before, highlighting its importance underpinned further by the fact that
this study is unique to the context of Pakistan, a nation which is struggling with many challenges
surrounding environmental issues such as pollution, waste disposal, low recycling rate, and
deforestation (Javeed et al., 2024). Due to these difficulties, public awareness about sustainability is
increasing, and this study provides insights into the motives of Pakistani consumers for pro-
environmental purchasing, which in turn can offer the basis for developing strategies to encourage
eco-friendly consumption. In conclusion, there is an urgent need for effective national park policies to
protect biodiversity (Fahad et al., 2024). There is also an urgent need to address the sustainability
question from the consumer's perspective. Moreover, this study fills gaps in the literature on the
perception of green products among young consumers and establishes how socio-cultural factors
differently affect the consumer behavior of Pakistan (Qazi et al., 2023). New research shows
awareness campaigns on sustainable practices can be highly effective in changing purchasing
behaviors among the youth (Ewe & Tjiptono,2023). Hence, a sound attitudinal framework for green
consumption in Pakistan can be provided which can contribute to bridging the gap between green
consumption and decision-making of companies/government and contribute to sustainable
development in different sectors.
This study aims to investigate the interplay among attitudes, subjective norms, perceived behavioral
control, perceived value, and willingness to pay for premium products (WPP) for influencing the green
buying intention of consumers in Pakistan. The exploratory nature of the study will follow a
quantitative approach with proven theories to validate results. Through investigating these
interrelations, the study aims to develop an in-depth understanding of the psychological and behavioral
determinants of sustainable consumption behavior. Thus, the study will significantly contribute by
showing, based on the Theory of Planned Behavior, how different factors impact green buying
purchase intentions among consumers. Moreover, it will also demonstrate how these variables
significantly influence the green buying intentions and behavior of consumers within the Pakistani
context. As a response to this major opportunity gap, this study aims to uncover practical insights that
contribute toward solutions for policymakers and market actors to form strategies that foster
consumers' environmental stewardship

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LITERATURE REVIEW
Attitude:
Consumer attitudes are significant predictors of purchasing behaviors related to green
products. Devi and Singh (2023) recently concluded that attitudes are an important determinant for
buying intentions and attitudes strongly correlated with buying intentions in organic food context. The
study depicts a strong tie among positive attitude towards health-conscious food and organic purchase
intention, which means similar aspects might be involved when confirming green buying intentions in
Pakistan (Devi, 2023). Farooqi and Frooghi, (2024) supports this assertion as their research indicated
that a positive attitude towards buying too much food can mediate the relationship between intentions
and factors rooted in cultural norms, which suggests that attitudes of cultural and contextual nature
may similarly influence buying behavior in Pakistan that are eco-friendly. Moreover, Zaremohzzabieh
et al. (2021) consider environmental attitudes to be influential in driving green purchasing behavior,
providing a direct connection between environmental attitudes and sustainable buying intentions.
Therefore, any improvement of consumer awareness for the environment could increase the green
purchase intention. Furthermore, Balaskas et al. (2023) build on this by exploring how emotional
appeals can positively shape consumer attitudes, arguing that emotional engagement can increase
intentions to purchase green products through positive attitudinal framing (Balaskas et al., 2023). All
these studies together emphasize the fact that creating a right mentality about green products can play
an important role in improving green buying intention in Pakistan. Rather, the combination of
positive attitudes toward green buying and negative attitudes toward green products calls for
campaigns to focus on such product’s direct benefits, leading to favorable consumer attitudes. In
accordance with this, it is suggested that environmental knowledge does not directly correlate with
purchasing behavior, but it influences this behavior through its impact on attitude, which ultimately
leads to the importance of attitude in green purchasing (Marhadi et al., 2024). Following hypotheses
were speculated.
H1: Pakistani customers' intentions to make green purchases are significantly positively impacted by
their attitudes.
Subjective norms:
Subjective norms are the perceived social pressure to engage or not in a behavior and they have been
shown to be a strong factor in shaping purchasing intentions, and in the field of sustainable purchasing
as well. Downplaying the green behavior of the consumer himself, these studies show that social
incursions can foster or impede green purchasing. It highlights the role of social influence in
promoting intentions toward sustainability in banking, showing that subjective norms significantly
impact customers' sustainable banking intentions (Nisar, 2023). Furthermore, Hoang and Hoang
(2023) highlighting that subjective norm influence intentions towards green product purchases,
indicating that societal and peer expectations can create pressure for formulating green purchase
intentions (hoang et al., 2023). Also, it concludes that using social norms as part of marketing

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strategies may strengthen the intention to purchase eco-friendly products, while the influence of close
social circles on consumer behavior in this respect does seem particularly significant (Harjadi et al.,
2022). In the case of Pakistan, which is high in collectivism, influence of subjective norms may be
higher. The marketing campaigns for green products could embed the idea into the societal
expectations, leading consumers to adjust their purchasing behaviors to which society considered
normal, and hence, improves the intention to buy green products. It is revealed in the wider
implications of purchasing decisions to products relevant to an individual cultural context and the
mediating role of community values, subjective norms represent a powerful explanatory variable
across all product categories (Siyal et al., 2021). Therefore, we hypothesize.
H2: Subjective norms positively influence green buying intention of consumers within Pakistan.
Perceived control behavior:
Perceived behavioral control is the perception of the control over a behavior that an individual
possesses, and it is said to be a significant factor in forming an intention to perform the behavior
(Fishbein, 2007). A major driver of eco-conscious behavior is perceived behavioral control, the notion
that consumers will increase their intention to purchase green when they believe they can do so (Chen
et al., 2012). Showcasing the importance of perceived behavioral control as a strong determinant of
intention towards green buying behavior for Generation Z in Pakistan (Qazi, Alam, and Phulpoto,
2023). Such emphasizes the need for marketers to develop spaces that can encourage not only green
products but also the potential of consumers, that increases their confidence regarding sustainability
decisions. Furthermore, (Munir et al,2023) astutely highlight that perceived control exerts a direct
influence on green purchasing decisions, showing that consumers' sense of ability is a strong predictor
of their purchasing intentions (Munir, 2023). Additionally, the intention to purchase green food
products was also found to be influenced by perceived behavioral control, where consumers who
perceived themselves as having high levels of behavioral control showed a stronger intention (Kar et
al., 2024). Hence, promoting perceived behavioral control among consumers by providing support
and empowerment can contribute to green buying intentions in Pakistan. Thus, we hypothesize,
H3: Perceived behavioral control positively influences green buying intentions of consumers within
Pakistan.

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Perceived value:
Perceived value is the consumer’s total evaluation of the products benefits and the price he or she
pays to acquire them. Perceived value is understood in terms of economic, social, and ecological
aspects that relate to green buying. Previous studies showed that there is a clear correlation between
perceived value and green purchase intentions. Wyrwa, (2023) points out that consumers are willing
to spend more on sustainable products when they see a high value, underscoring the need to
communicate the needs and desires the green products can fulfill, like health benefits and
environmental sustainability. Further study has been aligned with this theory can further be used to
show that the perceived value of environment-friendly products uniquely shapes the intention to
purchase in Pakistan (Fahad et al., 2024). Their findings underscore that consumers show a greater
tendency to purchase green products when they are able to derive more value from them, whether in
terms of better quality, health benefits or the ability to contribute to a worthwhile social cause. In
expanding urban parts of Pakistan, this is especially relevant, where rising levels of environmental
awareness are influencing consumer behavior. Tanrıkulu, (2021) explored socio-economic factors
that impact product-value perceptions, adding that (targeted) marketing can amplify category value.
According to the construct of value perception, consumers who recognize the higher personal and
social value of green products will be encouraged to adopt sustainable consumption patterns. Such
awareness underlines the need for using informative marketing techniques to make consumers aware
of the long-term benefits of investing in green products. Additionally, studies have also proven that
the perceived environmental value of products can serve as a strong operator to mediate the relations
that hold between brand loyalty and purchasing behavior (Pham et al., 2025; Wang & Udall, 2023).
Perceived value is crucial in environments such as Pakistan, where environmental sustainability is
becoming a significant area of concern. Sun and Wang (2021) acknowledged the importance of
education and consumer awareness in increasing the perceived value of green products and propose
for the first time that government campaigns that help consumers learn about green products can have
a substantial influence on purchasing intentions. The educational aspect is emphasized by Sun and Wu
(Sun & Wang, 2021) as they claim that enhancing consumer knowledge and awareness regarding the
advantages of sustainable consumption has a potential to increase perceived value, thus promotes
green purchase intention. Thus, this current literature also implies that perceived value-focused
marketing tactics can push consumers' intent toward sustainable purchases recognizing that
consumers evolve perceptions remain influenced by socio-economic environment, social trends, and
personal experiences. Therefore, the hypothesis is:
H4: The intentions of Pakistani customers to make green purchases are positively influenced by
perceived value.

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Willingness to pay for premium products:

In Pakistan the willingness to pay a premium (WPP) is a major enabler of green buying intention.
Recent studies show that Pakistani consumers have developed a willingness to pay for sustainable
products, indicating rising environmental concerns shaping buying preferences (Fahad et al., 2024).
Sun & Wu (2021) found WPP to be conditional on the value perceived by consumers of eco-friendly
products; if consumers believe their purchase is helping the environment, they are more willing to
pay a premium. These results are supported by Firdaus (2023), indicating that consumers’ willingness
to pay for green products (WPP) is greatly influenced by consumers’ knowledge and concerns
regarding the environment, suggesting informed consumers are more likely to exhibit a higher
premium for green expenditures. This relationship emphasizes the importance of educational
campaigns that educate consumers about the benefits of green products as well as the concerns
consumers feel about environmental issues to increase their willingness to pay a premium (Chen et
al., 2012).With an increasing awareness of ethical purchasing, consumers are more inclined to consider
the quality and the responsibility of their purchases, reinforcing the positive correlation between
premium pricing and eco-friendly intent to purchase. Thus, companies can utilize their marketing
strategies to inform them of the added value consumers can expect from green products, allowing
companies to potentially charge higher retail prices. Mixture of Generational Differences in
Preference for Sustainable Goods Research on the demographic aspect of WPP shows that younger
consumers are more likely to pay extra for sustainable goods—they show greater preference for green
products, which make them pay more for green products (Liang et al., 2024). This is consistent with
the findings of Qazi et al. (2023), where younger generations showed a higher tendency toward
sustainable consumption. For this reason, companies working towards market penetration should focus
on these demographics as they need specialized marketing strategies to reach these segments.
Furthermore, gomes et al. (2023) explored the wider economic challenges surrounding the concept of
WPP, proposing that greater WPP for green products could promote improvement in sustainable
product offerings in the market; this increase would not only correspond to better supply of
environmentally friendly solutions, but could also increase overall economic growth while tackling
environmental issues. This perception by consumers prevails that they can play a role in
environmentally sustainable processes which further encourages investment into greener solutions
relative to enhancing overall market vitality in Pakistan. Lastly, the significant association between
WPP and green buying intentions indicates that it is crucial for Pakistan's businesses and
policymakers that they promote green purchases by raising consumers' knowledge and awareness of
WPP and provide them with a suitable atmosphere to market their green product. thus, we develop the
following hypothesis:
H5. The willingness of Pakistani consumers to pay a premium (WPP) has a beneficial impact on their
intentions to make green purchases.

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Theoretical Framework
Purchasing green products includes recycling, buying organic food, buying products made of recycled
materials, and taking environmental factors into consideration when marketing. Green consumerism
activities are linked to practices like product and package design, green advertising, and marketing
strategies. Green buying intention is the intention to purchase green products. Green purchasing
practices safeguard the environment, conserve natural resources, and are regarded as a form of ethical
consumer behavior (Chen, 2012). The term "green consumerism" describes customers who are
prepared to purchase environmentally friendly goods with little environmental impact due to their
composition and manufacturing processes (Chan, 2012; Papaoikonomou, Ryan, & Valverde, 2011).
Theory of planned behavior explained the phenomena that how consumer’s intentions for buying are
being influenced by certain factors, thus theory is based on the fact that how perceived attitude,
perceived value, subjective norms, perceived control lead by the buying behavior. (Ajzen, 1991)
Since last few years the concerns for environment are continually increasing, thus the green buying
intentions within consumers are being continually increasing over time, consequently marketers are
more focusing on their green marketing to attract consumers towards the green products. Control
factors, especially demographics (gender and marital status), are included in the model to reduce the
likelihood of competing explanations for the link between the variables and to improve our knowledge
of that relationship. The paper is based on theory of planned behavior, and it has tested the attitudes,
subjective norms; perceived value, perceived behavioral control, and willingness to pay that will
influence intentions to purchase green products, as these will be our primary focus in the study.

Figure 1: Theoretical Framework

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RESEARCH METHODOLOGY
Deductive research methodology has been used because the current study intends to investigate
the connections between previously developed variables and established theories. The study has been
undertaken at a single point in time; hence a cross-sectional research design has been employed. To
collect primary data from the respondents, the survey approach was recommended upon which,
Lahore-based Pakistani customers made up the sample frame. Since it would be extremely difficult to
provide a list of people who eat green products or at least have some knowledge of them and would
be prepared to invest in them, the cluster sampling technique has been used for this study. The sample
size for the study was 250 because there are 20 items in total on the questionnaire. The target audience
were middle-class and upper-class individuals who have some experience with green products, are
eager to use them in the future, or at the at least, are aware of them and have plans to make green
purchases. All of the instruments were adapted from the literature and evaluated using a 5-point Likert
scale. Details of the measures are displayed in the table:

Hypothesis Expected Sign Supporting Literature

H1: Attitude positively influences + Ajzen (1991)
green buying intentions among
consumers in Pakistan.
H2: Subjective norms positively + Ajzen (1991); Bagozzi et al. (2000);
influence green buying intentions Cook et al. (2002)
among consumers in Pakistan.
H3: Perceived behavioral control + Roberts (2004); Taylor (1995)
positively influences green buying
intentions among consumers in
Pakistan.
H4: Perceived value positively + Chan (2012); Ajzen (1991).
influences green buying intentions Taylor (1995)
among consumers in Pakistan.
H5: Consumers’ willingness to pay a + Parsa (2009)
premium (WPP) positively
influences green buying intentions
among consumers in Pakistan.
-For the Likert Scale 1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Somewhat Agree, 5=Strongly Agree

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RESULT AND DISCUSSION

Discriminant analysis assumes certain important conditions to ensure the validity and accuracy
of its outcomes. Firstly, it assumes easy random selection, meaning that the observations are
independently drawn from clearly defined populations without bias or systematic errors (Hair et al.,
2018). Secondly, discriminant analysis requires homogeneous covariance matrices, implying that the
variance-covariance structure of predictor variables should be consistent across all groups; violations
of this assumption can reduce the classification accuracy of the discriminant function (Tabachnick &
Fidell, 2019). Thirdly, it assumes multivariate normality, suggesting that scores for within-group
differences are normally distributed, which ensures the robustness of the statistical tests involved
(Stevens, 2009). Lastly, discriminant analysis presupposes the absence of multicollinearity, meaning
the independent variables should not be highly correlated; severe multicollinearity may distort the
discriminant coefficients and reduce interpretability and stability of the analysis (Hair et al., 2018;
Tabachnick & Fidell, 2019).

Initially, normality was examined using the P-P plot, Shapiro-Wilk test, and Kolmogorov-Smirnov
test. While other methods exist, these were the primary tests applied in this study.

Table1: Tests of Normality

Variable Kolmogorov- Df Sig. Shapiro- df Sig.
Smirnov (Stat) Wilk (Stat)
Attitude 0.109 250 0.08 0.974 250 0.082
Subjective 0.179 250 0.07 0.916 250 0.076
Norms
Perceived 0.152 250 0.072 0.942 250 0.075
Behavior
Perceived 0.13 250 0.062 0.968 250 0.065
Value
Willingness 0.181 250 0.058 0.932 250 0.062
to Pay
a. Lilliefors Significance Correction

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All

variables’ p-values in the KS test exceed 0.05, indicating normal distribution and thus satisfying the
assumption of normality. Graphical depictions (P-P plots) further supported these results, with data
points closely following the diagonal line.

Table 2: Tests of Equality of Group Means

Variable Wilks' Lambda F df1 df2 Sig.
Attitude 1.0 0.056 1 248 0.0
Subjective 0.989 2.667 1 248 0.0
Norms
Perceived 1.0 0.001 1 248 0.001
Behavior
Perceived Value 1.0 0.056 1 248 0.002
Willingness to 0.98 5.155 1 248 0.0
Pay

Table.3.1 Pooled Within-Groups Covariance Matrix

Attitude Subjective Perceived Perceived Value Willingness to
Norms Behavior Pay
Attitude 0.127 0.108 0.068 0.038 0.012
Subjective 0.108 0.33 0.035 0.049 0.072
Norms
Perceived 0.068 0.035 0.2 0.041 0.019
Behavior
Perceived Value 0.038 0.049 0.041 0.149 0.104
Willingness to 0.012 0.072 0.019 0.104 0.343
Pay

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Table.3.2 Pooled Within-Groups Correlation Matrix

Attitude Subjective Perceived Perceived Value Willingness to
Norms Behavior Pay
Attitude 1.0 0.529 0.424 0.278 0.058
Subjective 0.529 1.0 0.137 0.221 0.215
Norms
Perceived 0.424 0.137 1.0 0.236 0.071
Behavior
Perceived Value 0.278 0.221 0.236 1.0 0.461
Willingness to 0.058 0.215 0.071 0.461 1.0
Pay
a. The covariance matrix has 248 degrees of freedom.

Table.4: Box’s M Test Results

Box's M F Approx. df1 df2 Sig.
48.061 0.395 15 219456.352 0.001
Tests null hypothesis of equal population covariance matrices.

Table.5: Wilks’ Lambda for Canonical Discriminant Function

Function Wilks’ Lambda Chi-square Df Sig.
1 0.662 9.625 5 0.002

Table.6 Eigenvalues
Function Eigenvalue % of Variance Cumulative % Canonical
Correlation
1 0.69 100.0 100.0 0.648
a. First 1 canonical discriminant functions were used in the analysis.

Table.7 Structure Matrix

Variable Function 1 Correlation

Willingness to Pay 0.921
Subjective Norms 0.819
Perceived Value 0.775
Attitude 0.275
Perceived Behavior -0.011

Correlations between discriminating factors and standardized canonical discriminant functions that
are pooled within group’s variables in a function arranged according to the magnitude of their
correlation.
Table.8 Canonical Discriminant Function Coefficients
Variable Function 1 Coefficient
Attitude 4.52
Subjective Norms 3.258
Perceived Behavior 0.271
Perceived Value -1.376
Willingness to Pay 1.439
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(Constant) -1.746
Unstandardized coefficients

Table.9: Functions at Group Centroids

Purchase Intention Function 1
0 -0.225
1 1.222
Unstandardized canonical discriminant functions evaluated at group means.

The discriminant analysis examined differences between two groups those willing to buy and those
not willing to buy green products based on independent variables. The tests of equality for each
predictor variable related to purchase intention were all significant, indicating that these variables
distinguish between the groups effectively.

The pooled within-group correlation matrix showed all correlations under the 0.7 benchmark,
confirming that multicollinearity was not an issue among the independent variables, thereby ensuring
the stability of the discriminant function.

Box’s M test was significant (Box’s M = 48.061, p < 0.05), indicating that the assumption of equal
covariance matrices across groups was violated. Despite this, Wilks’ Lambda test (Λ = 0.662, p <
0.05) showed the discriminant function significantly differentiates between the groups, validating the
use of discriminant analysis in this context.

The model's robustness was supported by an eigenvalue of 0.690 and a canonical correlation of 0.648,
suggesting a strong linear relationship between the combined predictors and the dependent variable
(desire to purchase green products). This indicates the model fits the data reasonably well. The group
centroids for the two groups (−0.225 for non-buyers and 1.222 for buyers) were used to calculate a
cutting score of 0.554, which is greater than 0.5, indicating that most participants in the sample are
willing to purchase green products. Among the predictor variables, willingness to pay showed the
strongest correlation with the discriminant function (0.921), indicating it has the greatest influence on
green buying intention, followed by subjective norms and perceived value. Attitude had a moderate
positive correlation, while perceived behavior showed a negligible negative correlation.

Overall, these results suggest that willingness to pay is the most critical factor influencing consumers'
green buying intentions in the sample studied. The data are normally distributed, multicollinearity is
not a concern, and despite the unequal covariance matrices, the discriminant function effectively
classifies purchase intention groups.

Discussion
Reimagining Product Perception: Unveiling the Impact of Psychological Constructs on Green Buying
Intentions in Pakistan, It was identified that of the independent variables; attitudes, subjective norms,
perceived behavioral control, perceived value, and willingness to pay for higher grade products,
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significantly affect consumers' green purchase intention. These findings emphasize importance of
these factors are consistent with the latest developments in the Theory of Planned Behavior (TPB),
where individual intentions to buy green products are impacted by not only one-person attitudes but
also social pressure and perceived the ability to control the buying process (Martey et al., 2023). Out
of variables, attitude toward using green products was a strong predictor for green buying intention.
Previous studies have shown that a positive attitude toward eco-friendly products is directly related to
increased purchase intentions. For instance, Kaur et al. (2022) found a strong correlation between
green marketing strategies and consumers' attitudes that influenced their purchase intentions.
Additionally, Harjadi et al. (2022) argue that consumer attitude is closely bound to planned behavior
as it relates to consumer intent to purchase eco-friendly products. Yet highlighting these dynamics in
broad terms may lead to oversimplifications; environmental knowledge, for example, is at first
associated with a positive influence but becomes statistically insignificant once other components are
controlled (Marhadi et al., 2024).
Therefore, attitudes can be a key mechanism by which the relationship between environmental
knowledge (i.e., eco-labeled products) and purchase intentions is expressed. In addition, subjective
norms influence green buying intentions, as social pressure and group behaviors help shape individual
purchase decisions. Recent studies show the power of peers and social expectation in motivating or
demotivating future green purchasing (Martey et al., 2023; Bursan et al., 2022). However, as Bursan
et al., (2022) highlighted, green marketing skepticism can serve as a counterbalance to these social
norms, underlining the need for honest, transparent actions by marketers to build an environment that
encourages sustainable purchases (Bursan, 2022). There is a lot going on with this research,
interesting implications. The need to work with existing attitudes emerging in the market rather than
just showcase the environmental benefits of their products is even more pertinent in Pakistan and
similar developing regions as it ensures returns on their marketing spends via cause marketing. To
counteract skepticism, marketers should also foster trust by making clear, evidence-based claims about
the sustainability of their products (Margariti et al., 2024). It calls on policymakers to take such factors
into account while drawing up regulations or incentives that they hope will promote green
consumption, as comprehension of what drives consumers will be essential for environmental policy
making.

CONCLUSION AND POLICY IMPLICATION

Conclusion
The study acknowledges certain limitations, the foremost one is that is focuses on the
population that is Pakistan-specific, which ultimately restricts its generalizability, particularly across
different cultures and broader global market. Future studies could broaden the scope with regard to
different demographic segments, focusing on different constructs explored (and thus impacted) by
cultural diversity within emerging markets. In addition, longitudinal studies will help shed light on
how consumer attitudes and intentions may change over time, including in reaction to larger-scale
social changes like economic conditions or climate. Thus, inconsistently stated that green buying
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intentions are significantly affected by consumers attitudes, perceived norms and values. Conceptual
contributions in our findings include the presentation of important outside-in-type and inside-out-type
motivations that give pressure for green innovation; firms that aspire to augment their green supply
chain and manufacturing capabilities must prioritize these on a day-to-day basis but also work on
overcoming skepticism through the woven strategy and tactics with effective external communication.
This research reveals an evolving landscape where a closer understanding of psychological gaps can
pave the way for promoting greater levels of sustainable consumption in emerging markets such as
Pakistan.
Implications
Practical Implications
From practical policy perspective, certain efforts should be made by government institutes in Pakistan,
ministries, like ministry of Climate Change, for sure take the lead in implementing regulations that are
environmentally friendly and focuses on promoting green initiatives. Moreover, Ministry of
Commerce should be supportive with respect to implementing sustainable trade policies and should
provide incentives to those who adopt practices that are eco-friendly in nature, moreover other
authorities like Pakistan Standards and Quality Control Authority (PSQCA) can play a vital role with
respect to regulating and certifying green products with respect to building consumer’s trust.
Meanwhile, the Ministry of Federal Education and Professional Training should integrate
environmental consciousness into educational prospectuses to adopt long-term behavioral change.
Thus, collaboration among these ministries, will be indispensable to design and instrument clear
strategies and campaigns that address consumer skepticism and indorse the espousal of green products
efficiently across diverse regions of Pakistan.
Limitations and future research directions
This study has some limitations that must be acknowledged. First, the research was conducted within
an explicit geographic context—Lahore, Pakistan—and engrossed on middle- and upper-class
consumers, which confines the generalizability of the findings to other regions or socioeconomic
groups within Pakistan. Moreover, the cross-sectional nature of the study limits the aptitude to observe
changes in consumer behavior over time, as green buying intentions may change in response to
environmental, social, or economic shifts. The dependance on self-reported data further poses the risk
of social desirability bias, potentially inflating respondents' green purchase intentions. Moreover,
while the study draws on the Theory of Planned Behavior, it did not explore other potential influential
factors such as trust in green products, environmental knowledge, and perceived greenwashing.
For future research, it is suggested that studies expand geographically to include both urban and rural
areas, as well as diverse socioeconomic groups. Longitudinal studies could deliver valuable insights
into how green buying intentions develop over time. Furthermore, incorporating factors like green
skepticism, brand trust, and actual purchasing behavior would provide a more inclusive understanding.
Experimental research could also explore how different marketing strategies, including pricing and
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labeling, influence green purchase intentions. Lastly, cross-cultural studies could offer insights into
how contextual and cultural differences shape sustainable consumption behaviors in emerging
economies.

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