Title: Impact of spirituality, religiosity, knowledge and attitude on green purchase intention in Pakistan

Authors: Wajeeha Aslam; Owais Razzaque; Imtiaz Arif; Kashif Farhat

Addresses: IQRA University, Abid Town, Block 2, Gulshan e Iqbal, Karachi, Pakistan ' IQRA University, Pakistan ' IQRA University, Pakistan ' Higher College of Technology, University City – Sharjah, UAE

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.

Keywords: green purchase intention; spirituality; green attitude; religiosity; knowledge; Pakistan.

DOI: 10.1504/IJGE.2022.128997

International Journal of Green Economics, 2022 Vol.16 No.4, pp.331 - 354

Accepted: 09 Dec 2022
Published online: 13 Feb 2023 *

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