THE IMPACT OF ENVIRONMENTAL CONSCIOUSNESS, GREEN PRICE SENSITIVITY AND GREEN PRODUCT, ON GREEN PURCHASE INTENTION (A CASE OF PESHAWAR MARKET)

Abstract

The main purpose of the existing study is to examine the aspects affecting green purchase intention of
youth. The study in hand explored the subject of green consumerism in background of management
sciences students of private sector universities of Peshawar, Khyber Pakhtunkhwa, Pakistan. The
researcher mainly concentrated on detecting the causes effecting green purchase intention of
consumers. The current research study was based on quantitative method to check the framed
hypotheses. Convenience sampling technique is utilized to distribute questionnaire amongst selected
sample size. Principle component analyses were used to test the unifactoriality of the identified
variables. The outcomes of all the tests presented that all the items are correlated with one another,
furthermore it also give enough validation of the dimension validity. Structural Equation Modeling
(SEM) Technique were utilized to check the relational hypotheses. The results of the study displays
that environmental consciousness, green price sensitivity and green product are positively correlated
with green purchase intention.