Determinants of Consumers’ Green Purchase Intension a Study of Pakistani Consumers

The main goal of this article is to find the potential positive relationships among constructs (environmental knowledge, environmental concern, supposed product price, quality of green products and environmental attitude) to illuminate consumer preference about green brands. The study applies five constructs to develop an integrated model to enhance green purchase intentions. In addition, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications. The empirical results show that environmental concern, environmental knowledge, and supposed product price & quality of green products has statistically significant and positive influence on environmental attitude and purchase preferences for green products of consumer. Likewise, a purchaser’s environmental attitudes also had statistically notable and substantial influence on consumer green purchase intentions. If consumers' have competitive and high deliberations over the price, quality, environmental concerns, and environmental knowledge of green products, it influencially implies to their purchase intentions.