Journal of Contemporary Issues in Business and Government

Abstract

This paper aims to analyze the consumer’s pro environmental behavior and attitude about
ecological products. The aim of this study is to analyze the consumer purchase intention and
ecological behavior towards the green items. In this study the researcher has thoroughly
examined the consumers personal norms that how a consumer react about the environment
friendly products. Governments and other companies, as significant financial institutions have
started to give a guarantee towards natural assurance by changing production strategies, produce
green items, and modifying ecological security arrangements. This paper analyzed the
environment friendly products purchase intention is safe for an environment; the customers
would have been environment concern and environmental attitude. This study has investigated
the customer’s pro-environmental attitude, personal norms, social norms and less damaging the
environment products purchase intention, which are less harm for the earth, impact on
environment friendly product behavior.
The data were collected from the 403 individuals, males and females who lived in Rawalpindi
and Islamabad through survey questionnaires. The usable questionnaires were 403 as
convenience sampling techniques was used which were used for the purpose of data analysis.
Researcher has chosen the Cross-sectional study. The data was analyzed through SPSS in which
data was measure its frequency, variance, linear regression, the descriptive statistics of the
dependent and independent variables, and mediator variables with independent and dependent
variables. Results indicate that relationship result the relationships of social norms with green
purchase behavior, personal norms with green purchase behavior and pro-environmental attitude
with green purchase behavior were found significant
This study developed a deeper understanding of the impact of independent variables personal
norms, social norms and pro environmental behavior of customers with the mediating effect of
green purchase intention on green purchase behavior.