The Role of Environmental Awareness, Social Influence and Eco-Label Trust in Shopping Green Purchase Intentions: A study of Pakistani Consumers

Abstract

Although prior literature has acknowledged that consumers express favorable intentions for purchasing green products. However, the present research confirms which factors are particularly instrumental in closing that gap, so the present study on green purchase intention seeks to examine the importance of the environmental awareness, social influence, environmental concern and green label trust in the context of Theory of Planned Behavior. This study adopts a quantitative approach using structural equation modeling (SEM) through AMOS to analyze relations among these variables; and data was collected specifically for those Individuals (N=350) who have knowledge about green products. Results show that environmental awareness and social influence have a significant impact on Pakistani consumers' environmental concern and trust in green labels. Moreover, environmental concerns and trust in green labels help influence green purchase intentions.  Furthermore, environmental concern and trust in green labels indirectly mediate these transitions through awareness and social influence. This research proves that awareness and social influence has a positive attitude towards green products but trust on eco-labels reinforces consumers to purchase green products. The results of the study provide valuable insights for management and policy makers on foster sustainable customer behavior, whether through a trust-based approach or a social influence perspective.