GREEN CONSUMPTION AMONG PAKISTANI MILLENNIALS: INTEGRATING ENVIRONMENTAL CONCERN WITH ISLAMIC RELIGIOSITY

Abstract

This research explores the combined influence of environmental concern and Islamic religiosity on green consumption of Pakistani millennials. The deepening crisis of the environment has led scholars and policy-makers to explore ways to encourage sustainable forms of consumption. In Pakistan, with a predominantly Muslim society and approximately 50% of the population consists of Millennials, green consumerism is affected not only by ever-growing global concern about the environment but also by its centuries-old religious beliefs. This study is based on Theory of Planned Behavior (TPB) and inculcates religious norms as an extension to culture, is adopted and a quantitative method through structured questionnaire from 450 young respondents that range among 20–35 years of age in urban areas of Pakistan. Structural equation modelling (SEM) was applied to the data for this purpose. The results indicate a positive and significant effect of both environmental concern and Islamic religiosity on green purchase intentions. Also, in the case of religiosity it has a moderator role on making more adhesive the relationship between environmental concern and behavior. This implies religious values can enhance pro-environmental behaviour when coupled with ecological consciousness. This paper is a valuable addition to literature and policy praxis by developing an integrative model which is suitable in culturally religious emerging economies. Implications for marketers, educators and environmental policymakers are discussed along with recommendations to design faith-centric green marketing campaigns and sustainability education programs.

Keywords: Green consumption, Pakistani millennials, environmental concern, Islamic religiosity, sustainable behavior, eco-friendly products, consumer attitudes