A Study on Consumer Motivation to Buy Green Products: A Demographic Investigation from Shaheed Benazirabad

Abstract

Most customers have changed their lifestyles by using eco-friendly products due to the growing awareness of environmental issues and their effects. As a result, organisations are placing greater emphasis on green marketing campaigns because of changing consumer behaviour towards the environment. This study focuses on the demographic background of Shaheed Benazirabad to analyse consumer motivation to buy green products. The data was collected through a closed-ended five-point Likert scale questionnaire using a purposive sampling technique. Two hundred ninety-seven responses were obtained with an 85.0 per cent response rate. Eight reasons for buying green products were considered and analysed according to the different demographic profiles of the participants. An Independent sample t-test was used to analyse the data. Concerning gender, maturity level, education, and income, it was found that there are significant differences in the multiple green product buying motivations.