CONSUMER’S PURCHASING BEHAVIOUR FOR GREEN PACKAGING IN AN EMERGING MARKET

Abstract

This research work makes available a complete explanation of the practice that helps in the creation of attitude towards green packaging and how it creates a purchase intention by containing the role individual’s information about green packaging by different resources, beside with environmental concern on green packaging, personal influence and altruism. A total number of215 questionnaires were acquired from market ofPakistani consumers and the data was analysedbytakingexplanatory factor analysis other with structural equation modelling. The outcomes of testsexplain that attitude towards green packaging play an essentialcharacter in affecting purchase intention. Conclusionssuggested the implications for marketing executives and forcommunitystrategy makers, alsodiscloseproductivepossibilities for more research.