From Social Pressure to Sustainable Action: Examining Eco-Anxiety, Personal Values, and Green Purchase Intention in Pakistan
Keywords:
Green Purchase Intention (GPI), Eco-Anxiety (EA), Social Influence (SI), Personal Values (PV), Energy Efficient Home Appliances (EEHA)Abstract
The present study is based on the concept of social influence (SI) and eco-anxiety (EA) and their effect on green purchase intention in the energy-efficient home appliances sector. To support the related literature, five hypotheses were formulated and tested. Primary data on consumers' experiences with EEHA and their intentions to buy EEHA in the future were collected through a structured questionnaire. The data were collected by purposive sampling from all four provinces, namely, Punjab, Sindh, Khyber Pakhtunkhwa, and Balochistan, and the federal capital, Islamabad, to ensure maximum representation in terms of socioeconomic status, geographical location, and cultural background. The proposed model was analyzed using Smart PLS 4 through partial least square structural equation modeling (PLS-SEM). The structural model results indicated that personal values mediate social influence, eco-anxiety, and green purchase intention for EEHA. Personal values emerge as the strongest predictor of GPI.EA and SI both positively and significantly influence personal values (PV). EA and SI demonstrate a positive and direct impact on GPI, indicating partial mediation through PV. The model describes a significant difference in both personal values and green purchase intention(GPI). The results emphasize the emotional, social, and moral drivers that have a significant impact when combined to characterize sustainable consumption behavior. The current paper is relevant to the growing literature on eco-anxiety and green consumerism in developing economies. The findings could be useful in informing marketers and policymakers who encourage EEHA in Pakistan.
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