Abstract
This paper explains the practice of purchasing environmentally friendly products through reasoned action
theories (Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB)) in a developing
country. Owing to the lack of precedents in the study setting, the study first validated the empirical scales
for measuring psychosocial drivers of behaviour using exploratory as well as confirmatory factor analyses.
Subsequently, the study validated the aforementioned models using structural equation modelling, and also
integrated the socio-demographic characteristics as precursor variables in the model with the greatest
predictive power. Results of the study depicted that while the TRA and TPB explain the behaviour well, it is
the construct of knowledge, consciousness and concern of the consumer that best reflected a consumer’s
behaviour. The study has numerous implications for vendors operating in developing countries who sell
environmentally friendly products, as the validated scales and models can be used to assess the individual
perceptions regarding such products and to design effective communication strategies respectively.
RIMSHA BILAL. (2020) mpact of Green Purchase Intention of Pakistani Millennials on Buying Environmentally Friendly Products, International Review of Management and Business Research, Volume 9, Issue 2.
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