Determining The Importance of Green Firms by Taking Insight Trend of Consumer’s Behavior towards Green Purchase: Evidence from Developing Country Pakistan

Green environment is most imperative idea that gains reputation now these days in Pakistan. The rationale behind this study is to explore the collision of environmental concerns, perceived environmental knowledge, green brand image and green purchase attitude on green purchase intention and then on green purchase behaviour by accumulating the mediating affect of price and quality and green purchase intention in Pakistan. SPSS and AMOS are used for data analysis. Study used sample size of 369 students of universities and colleges of Pakistan. And 27 cities are considered to get data like Lahore, Rahim Yar Khan, Bahawalpur, Sahiwal, Sialkot, Khanpur, Islamabad, Faisalabad, Okara, Vehari, Multan, Chunia, Gojra, Jhang, Liaqatpur, Toba Tak Singh, Summundri, Dipalpur, Alipur, Pakpattan, Chistian, Kamalia, Peshawar, Laiya, Melsi, Patoki and Sargodha. Positivist approach is adopted and with the help of deductive reasoning, study concludes that Price and quality have significant positive relationship with environmental concern and company’s green image while perceived environmental knowledge, green purchase attitude having insignificant relationship with it and it is also not playing a mediating role between all independent variables and green purchase behaviour or playing a mediating role only for two independent variables. While on the other side Green purchase intention having significant positive relationship with all other independent variables and also showing positive relationship between green purchase intention and green purchase behaviour, so green purchase intention is playing a mediating role among independent and dependent variables. Price and quality is also having a positive relationship with green purchase behaviour.