Motivations for Green Consumption in an Emerging Market

Abstract

This paper concerns with an assessment of green motivations in an emerging country like Pakistan. The renewable energy source is one of the most important topics of discussion during these days. The growing world population has increased energy consumption which is responsible for environmental hazards and global warming. Similarly, the dependence on fossil fuels has become a crucial challenge towards the requirement of energy sources. In this scenario, the demand for renewable energy plans has emerged and attracted the researchers and marketers to develop competitive and eco-friendly products. Pakistan is a developing country and facing enormous energy crises since last decade. Government of Pakistan has taken many initiatives but the issue is still not resolved. Therefore, renewable energy is the only feasible solution to overcome this challenge. This paper seeks to identify peoples’ perception towards green consumption in Pakistan. Various factors including quality of life, environmental consciousness, quality and price, information and knowledge and awareness have been taken as indicators which influences green consumption. A survey based questionnaire technique is used along with non-probability snowball sampling consisting of 511 responses from the larger cities of Pakistan. The results are quite significant and entails; these factors have positive effect over green product consumption in Pakistan. Further, it is argued that Pakistani market has a great potential and promising future for Green products.

Keywords: Green Products, Green Consumption, Green Consumption, Sustainability, Renewable Energy, Go Green.

JEL Classification: M31