Impact of spirituality, religiosity, knowledge and attitude on green purchase intention in Pakistan Online publication date: Mon, 13-Feb-2023
by Wajeeha Aslam; Owais Razzaque; Imtiaz Arif; Kashif Farhat
International Journal of Green Economics (IJGE), Vol. 16, No. 4, 2022
Abstract: The study examined the impact of religiosity, spirituality, knowledge, and attitude on green purchase intention in a developing economy, i.e., Pakistan. By using purposive sampling, 303 useful responses were gathered between October to January 2021 from the buyers or prospective buyers of green products. The results applied by the partial least square-structural equation modelling (PLS-SEM) technique revealed that intrinsic religiosity, spirituality, objective knowledge, subjective knowledge, and attitude significantly impact green purchase intention. Only, extrinsic religiosity was found insignificant in determining green purchase intention. The study highlights that subjective knowledge is the main contributing variable in determining green purchase intention followed by green attitude, objective knowledge, spirituality, and intrinsic religiosity. The study offers numerous guidelines to marketers and provides an understanding related to consumers' pro-environmental behaviour.
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