Investigating influencing factors on consumers' choice behavior and their environmental concerns while purchasing green products in Pakistan

This study aims to investigate the influencing factors on consumers' choice behavior for green products by applying the theory of consumption values in Pakistan. It also studied the mediating effects of consumers' environmental concerns among the associations of multidimensional consumption values and choice behavior. The data was collected from the consumers of green products in four metropolitan cities of Punjab Province (e.g. Lahore, Islamabad, Multan, and Faisalabad) using a structured self-administered questionnaire. The random sampling technique was employed. Based on the 480 responses, the empirical findings revealed that functional value-quality, emotional value, conditional value, and epistemic value have a positive impact on consumers' choice behavior and their environmental concerns. Contrary to this, the functional value-price, social value, and environmental concerns have a negative impact on consumers' choice behavior. Relating to mediation, environmental concerns have partially mediated between the associations of functional value-quality, functional value-price, emotional value, epistemic value, and consumers' choice behavior. Practitioners and managers can use the study findings to reach out to their target audiences to increase the consumption of green products in the mainstream market.