Promoting Green Purchase Behavior among the Youth: A Goal Framing Theory Perspective

Abstract

All nations are confronting environmental hazards like climate disruption, ecospheric warming, and other hazards. Ecological deterioration has become an obstacle for the whole planet. Studies results suggest that the main contributors of environmental pollution are unsustainable consumption. In this research we explore how individuals can be inspired to adopt green purchase behavior through the Goal framing theory perspective. The GFT is an environmental psychology theory which motivates individuals to adopt sustainable consumption behavior by adopting its goal frames. In this study we explore the behavior of youth in adopting sustainable behavior. Data was collected from the main cities of Pakistan and were able to collect 485 surveys. Out of these some of the responses were rejected and then we were left with 449 respondents. The survey result shows that the most important goals influencing green purchase behavior were normative goals and hedonic goals. Gain goals was also significant but in an indirect way. Another variable e-worm did not positively moderate between normative goals and green purchase behavior. The study has many implications which are very crucial in comprehending the customer psychology in green purchase intention.