ENVIRONMENTAL ATTITUDES AND THEIR MEDIATING EFFECT ON YOUTH GREEN PURCHASE BEHAVIOR IN PAKISTAN

Abstract

The aim of this study is to examine the Green Purchase Behavior (GPB) of young consumers in Pakistan. Specifically, it investigates the effects of Environmental Knowledge (EK), Media Messaging (MTM), and Green Loyalty (GL) on the GPB of this demographic. Additionally, the study explores the mediating role of Environmental Attitude (EA) in the relationship between EK, MTM, GL, and GPB. Findings indicate that EK, MTM, and GL have a significant positive impact on GPB. Moreover, environmental attitude is found to mediate the relationships between the key independent variables and GPB. The study further suggests that government support, particularly financial assistance to entrepreneurs introducing eco-friendly products to local and international markets, can play a crucial role in promoting green purchasing among young consumers.