Exploring Demands and Consumption Processes of Green Products: The Case of Pakistani Consumers
RMC Journal of Social Sciences and Humanities
Sustainable development and green initiatives continue to receive increased attention in the domain of business and consumers behavior. It is the liability of researchers, practitioner and policy makers to continuously identify factors that can affect the motivation and behavior of people to act in accordance with green behavior patterns. The main purpose for conducting this study is to fill in the gap in the literature by exploring demand and consumption of green consumer's product. In this
... product. In this study, semi structured interviews were conducted in-depth with the Pakistani green consumers in order to discuss the prospective crucial factors including: key characteristics of green product, reasons to buy environment-friendly products, feelings on the subject of price, confidence in product, readiness to compromise, environmental awareness, considering alternatives, point of purchase, utilization and discarding. This is an exploratory study and in order to ensure objectivity the established guidelines were followed. The findings of this study are limited to the green consumers of Pakistan therefore; any potential country bias can be removed by its replication in other countries. On average most of the studies conducted in the domain of marketing failed to segment green consumers that resulted in indefinable and conflicting results. Only few studies have adopted qualitative research approaches in exploring the behavior of green consumers. It explores the demands of green consumer product, along with their consumption processes, and provides a valuable insight and sound ground for academicians who are interested in green consumption behavior in concerned emerging markets. It also presents an in depth investigation of consumer purchase and consumption patterns towards green products while providing a valuable insight for practitioners and policy makers and it has revealed important theoretical dimensions for in aforementioned context.