Motivations for Green Consumption in an Emerging Market

Asian Journal of Multidisciplinary Studies, 6(5) May, 2018

6 Pages Posted: 29 Jan 2020

See all articles by Hafiz Ali Hassan

Hafiz Ali Hassan

University of the Punjab

Sayyed Khawar Abbas

Corvinus University of Budapest; University of Gujrat

Faiqa Zainab

University of Gujrat

Nouman Waqar

University of Gujrat

Zair Mahmood Hashmi

University of Gujrat

Date Written: May 2018

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

Suggested Citation

Hassan, Hafiz Ali and Abbas, Sayyed Khawar and Zainab, Faiqa and Waqar, Nouman and Hashmi, Zair Mahmood, Motivations for Green Consumption in an Emerging Market (May 2018). Asian Journal of Multidisciplinary Studies, 6(5) May, 2018, Available at SSRN: https://ssrn.com/abstract=3509713

Hafiz Ali Hassan (Contact Author)

University of the Punjab ( email )

New Campus
Pakistan
Lahore, PA Punjab 54000
Pakistan

Sayyed Khawar Abbas

Corvinus University of Budapest ( email )

Fővám tér 8
Budapest, 1093
Hungary

University of Gujrat ( email )

Jalalpur Jattan Road
Gujrat, Punjab 0092
Pakistan

Faiqa Zainab

University of Gujrat ( email )

Jalalpur Jattan Road
Gujrat, Punjab 0092
Pakistan

Nouman Waqar

University of Gujrat ( email )

Jalalpur Jattan Road
Gujrat, Punjab 0092
Pakistan

Zair Mahmood Hashmi

University of Gujrat ( email )

1 - KM Defence Road Campus
54000
Lahore, PA Punjabn 54000
Pakistan

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