Cleaner and Responsible Consumption 12 (2024) 100180

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Cleaner and Responsible Consumption

journal homepage: www.journals.elsevier.com/cleaner-and-responsible-consumption

Impact of pro-environmental values on sustainable green apparel buying

behavior in Pakistan
Nida Rasheed a, Raja Irfan Sabir a, Hamid Mahmood b, Abdul Rauf c, Aidarus
Mohamed Ibrahim d, *, Warda Naseem b
a
Faculty of Management Sciences, University of Central Punjab, Lahore, Pakistan
b
Faculty of Business and Management, TIMES Institute, Multan, Pakistan
c
Faculty of Business and Management, Universiti Sultan Zainal Abidin, Kuala Nerus, Terengganu, Malaysia
d
College of Computing & IT, University of Hargesia, Somalia

A R T I C L E I N F O A B S T R A C T

Keywords: The face of earth is disturbed because of never ending pollutants from different sources including textile waste.
Pro-environmental values Some consumers propagate that they are eco-conscious, but their intention does not translate well into their
Green products actions. The aim of present study is to identify the impact of pro-environmental values on green-purchase-
Purchase intention
behavior through the mediating role of green buying intentions and the moderating role of willingness-to-pay.
Willingness to pay
And for this purpose, data were gathered through convenience sampling technique via self-administered ques­
tionnaire from 320 students that enrolled in different universities of Pakistan. Structural Equation Modelling
(SEM) was used for analysing the data through AMOS. Results revealed that consumers are aware of environ­
mental degradation and think of themselves as contributors towards preventing pollution by buying sustainable
clothing. They don’t consider price as hurdle between thought processes and the final buying decision. Moreover,
willingness to pay had insignificant influence on the association among intention and behavior of green pur­
chase. This research offers more insights for marketing managers, textile firms, policy makers, and students of
marketing to look deeper into the gap between intent and behaviour towards green apparel buying.

1. Introduction
The scenario encompassing marketing is vividly evolving due to
focus on “pro-environmental behavior” (Zhang et al., 2022) and an
increased consumer attitude towards organic products (Kotler, 2011).
Global warming has already changed the temperature of world to 2C and
predictions are there that it would increase more in the coming years
(United Nations Environment Program, 2022). Pro-environmental
behaviour includes behaviour towards activities such as using
green/eco-friendly products, using environment friendly goods and
services, organic products and waste management or recycling (Tian
and Liu, 2022). Sustainable development is one of the primary keywords
in the fashion industry (Webb, 2022), is worth $2.4 trillion, and, is
estimated to have astounding growth continuation (UN Alliance for
Sustainable Fashion, 2022). Relevant issues such as climate change and
greenhouse gas emissions threaten justifiable growth with a prevalent
influence on worldwide socio-economic settings (Abbass et al., 2022).
Similarly, given the challenge of sustainable cotton, the textile industry
is continuously motivating apparel/clothing brands to use 100% cotton
made from the sustainable resources by 2025.
Consumers or human beings are the most affected within the con­
sumption life-cycle, i.e. consuming or using unhealthy as well as envi­
ronmentally unfriendly products that have negative effects on human
life (Joshi et al., 2021). This on a bigger platform affects the whole
world, and, those who are not involved in this process are also affected
indirectly (Kumar and Ghodeswar, 2015). These acts create environ­
mental hazards and giving fatal effects to the environment and apparel
industry is creating a lot of issues for the social environment regarding
manufacturing and consumer’s disposal behavior (Hasan et al., 2022).
According to the World Bank Report (2019) currently fashion in­
dustry is responsible for 10% of carbon emission and expected increase
by more than 50% by 2030. Reichart (2019) argued that discarded
clothes that are produced from non-biodegradable materials can lie up
to 200 years in landfill. Demand creation is the element that can force

* Corresponding author.
E-mail addresses: LIF19MSBA0007@ucp.edu.pk (N. Rasheed), Irfan.sabir@ucp.edu.pk (R.I. Sabir), hamidisin@yahoo.com (H. Mahmood), abdulraufisin@gmail.
com (A. Rauf), aidarusibrahim11@gmail.com (A.M. Ibrahim), warda.naseem3020@gmail.com (W. Naseem).

https://doi.org/10.1016/j.clrc.2024.100180
Received 20 October 2023; Received in revised form 26 January 2024; Accepted 11 February 2024
Available online 13 February 2024
2666-7843/© 2024 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
N. Rasheed et al.
the organizations to produce the green products and without demand
the production can’t be made better and organic. Efforts of different
government bodies, educational institutes and industries have led to
increase in green consumerism over the course of time and customers
are also now more aware of the green or organic products (Jaiswal et al.,
2020; Mahmood et al., 2020). Environment friendly and social welfare
are some factors which green consumers consider or keep in mind when
they are purchasing or consuming a product (Mahmood and Rauf, 2018;
Jaiswal et al., 2020).
Due to ever inclining environmental deterioration an increasing
count of companies are adopting sustainable approaches and redesign­
ing their manufacturing processes to develop environment friendly
products (Khan et al., 2022a,b), but contrarily, the buying behavior of
customers is the main reason that is a hurdle (Jacobs et al., 2018).
Pakistan is facing crisis of land, water and air pollution since previous
two decades. Lahore and Karachi are considered the most polluted cities
worldwide with Lahore being positioned as most polluted city of the
world (Reuters, 2023; Dawn, 2023; Khan et al., 2021). Pakistan has a
predicted growth rate of 4 percent in fiscal year 2022–2023 and GDP
growth rate of 6 percent by World Bank in 2021 (Haider, 2022) and
Pakistan has highest population base of 225.200 million in 2023 and this
over flowing population has Co2 emissions of 0.9 metric tons per capita
in 2021 causing 3.8 billion $ annual economic losses to Pakistan (Sid­
diqui, 2022).
Although consumers are more environmentally conscious as
compared to past but empirical evidence prevailed that there is a gap
between what customers think and their actual green purchase
behavior. Out of 108 studies from 2015 till 2021 not a single article was
found to completely address attitude-behavior gap in context of green
purchase behavior (Wijekoon and Sabri, 2021). Current study offers
significant factors like attitudes, intentions and willingness to pay that
could be viewed as explanatory variables/mediating variables, and
moderating variables respectively for future research to use to explore
their impact on green purchase behavior. Moreover, research has
highlighted that interest on green consumption behavior has mostly
focused on developed and advanced countries (Bravo et al., 2022; Reddy
et al., 2023; Gomes et al., 2023), rather than developing countries,
specifically south Asian context (Rahman et al., 2020; Ali et al., 2023;
Haba et al., 2023). The objective of present research is to assess the
impact of green purchase behavior in context of Pakistani consumers. A
significant gap exists in literature resulting in deficiency of studies on
assessing the impact of green purchase behavior in the context of Pak­
istani consumers (Ali et al., 2022; Iqbal et al., 2023) and an increasing
need to understand the motivational factors in sustainable fashion
consumption (Hassan et al., 2022; Durrani et al., 2023). R.B. Soomro
et al. (2020) has conducted research on green purchase behavior of
young generation in Pakistan and focused on green food products and
skin care products; unlike current study whose domain is on sustainable
textile apparel which makes this study unique in its own kind and fills
the existing gap in the textile sector of Pakistan. Consequently, this
research seeks to inspect the association among attitude, values and
green buying behavior of young Pakistani consumers and their will­
ingness to pay for green apparels which is still uninvestigated.
Textile industry is the backbone of Pakistan’s economy, but, wastage
from textile industry causes danger to water bodies, increases chemicals
leached into soil, affects human health negatively, and causes air
pollution. Due to astounding demand of fast changing fashion; con­
sumption has increased manifold and thus encourages the usage of
poisonous chemicals in agriculture which provides raw material to the
textile industry, making it as the second largest polluter after oil
(Pakistan Today, 2019).
However, the demand for environment-friendly clothing can force
the textile firms to reduce environmental damage to fulfill the needs of
eco-consumers (Khan et al., 2021). Moreover, sustainability is itself a
buzz word in Pakistani fashion industry, but it has a long way to go to
adopt complete sustainable cycle from production to finishing (Forbes,
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Cleaner and Responsible Consumption 12 (2024) 100180
2022) and it’s an increasing need to understand the motivational factors
in sustainable fashion consumption (Hassan et al., 2022).
2. Theoretical background
2.1. Fishbein & Ajzens’ planned behavior theory
Theory of Planned Behavior (TPB) has been used by many re­
searchers due to its strong impact on the behavioral aspect (Fishbein and
Ajzen, 1975). The behavioral intentions determine the behavior of the
customer, in return get influenced by its antecedent factors (i.e. attitude,
perceived behavioral control, and subjective norms) and can be used to
analyze the behavior of pro-environment customers (Taufique and
Vaithianathan, 2018). The theoretical framework for current study has
been developed with the lens of TPB to comprehend whether the
pro-environmental values like Environmental Concern (EC), Environ­
mental Knowledge (EK), Perceived Consumer Effectiveness (PCE) act as
antecedents towards Green Buying Behavior (Mostafa, 2007; Kim and
Choi, 2005; Tan and Lau, 2011).
2.2. Environmental concern (EC) and attitude toward green products
(ATGP)
Green consumers can be grouped into different segments depending
upon their lifestyle, income level, as well as psychographically (Nie­
dermeier et al., 2021). Regarding psychographic dimension the green
consumers can be addressed according to their intention-purchase gap
as well as cognitive measures including Environmental Concern (EC),
Environment Knowledge (EK) and Perceived Consumer Effectiveness
(PCE). Previous research found many factors responsible for sustainable
consumption like factors of environmental concerns (Phau and Ong,
2007), environmental knowledge (Mostafa, 2007), and perceived con­
sumer effectiveness (Haytko and Matulich, 1993). Attitudinal variables
like environmental concern have more potential to drive consumers
towards sustainable green consumption (Jaiswal and Kant, 2018). A
number of researches has shown the association of ecological concerns
and defiance to green products to be positive (Trivedi et al., 2018; Yadav
and Pathak, 2016).
H1a. There is a positive impact of environmental concern on attitude
toward green products.
2.3. Environmental knowledge (EK) and attitude toward green products
(ATGP)
Knowledge of the product and its effect on eco system plays an
important role in consumer decision-making (Kenton, 2023). Customers
who are more aware about the benefits of green products are more
conscious about the environment and will make purchase decision even
on higher cost (Ansu-Mensah, 2021). After getting knowledge about the
product and its benefits, its habitual and psychological that people
change their attitude which ultimately leads them in making a decision
which changes their buying behavior (Yadav and Pathak, 2016). Tau­
fique and Vaithianathan (2018) also reported that intention has positive
impact on attitude and this influence is then transformed into purchase
behavior.
H1b. There is a positive impact of environmental knowledge on atti­
tude towards green products.
2.4. Perceived consumer effectiveness (PCE) and attitude toward green
products
Kinnear et al. (1974) initially introduced the concept of alleged
consumer efficacy and identified it as a distinctive construct with its
predictive influence on specific pro-environment behavior. Beliefs are
among the core aspect of decision making, like ethical and un-ethical
N. Rasheed et al.
decisions, and even an individual effect can make a huge difference
towards pollution reduction (Türegün, 2018; Sabir et al., 2020, 2022).
Customers who have a high perception of effectiveness are more
responsive to changes in environment as compared to customers who
have less perceived effectiveness. Perceived consumer effectiveness is
one of the finest predictors of environmental conscious behavior and has
been construed alike to perceived behaviour control and subjective
norms in the model of planned behavior theory (Mostafa, 2007; Tan and
Lau, 2011; Kim and Choi, 2005).
H1c. There is a positive impact of perceived consumer effectiveness on
attitude toward green products.
2.5. Attitude towards green products (ATGP) and green purchase
intention
Attitude is a set of emotions that a consumer has for buying or
consuming a certain product. Attitude may change or vary from situa­
tion to situation and has significant effects on purchase decision (Kumar
et al., 2017). According to Nguyen et al. (2019), through these concepts,
the pretext of green attire and ecological defiance likewise initiate to
have an optimistic and significant link with purchase intents of green
apparel. Chin et al. (2020) claimed that young women consumers’
environmental attitude has an optimistic impact on green buying in­
tentions. However, Jacobs et al. (2018) argued that positive attitude
towards a product does not always lead to its purchase, and, it’s not also
necessary that customers with a positive attitude and environment
knowledge will always purchase the product (Mahmood and Masood,
2016).
H2a. There is a positive impact of attitude towards green products on
green purchase intention.
H2b. Attitude towards green products mediates the association among
environmental concern, environmental knowledge, perceived consumer
effectiveness and green buying intention.
2.6. Green purchase intention (GPI) and green purchase behavior (GPB)
Attitude or behavior, what so ever comes first in the que, Willingness
to Pay plays a decisive role in the final purchase decision (Ng and Pal­
adino, 2009). Any purchase decision, of green products, is dependent on
consumers’ positive intention and its effect on purchase behaviour
(Carfora et al., 2019). Taufique and Vaithianathan (2018) studied
mediation impact of green purchase intention between psycho-social
variables (attitude towards environment, subjective norms, perceived
consumer effectiveness) and ecologically conscious consumer behavior
and found optimistic impact. Contrarily, study by Zhang et al. (2018),
and, He and Zhan (2018) utilizing TPB failed to elucidate green buying
intention.
H3a. There is a positive impact of green purchase intention on green
purchase behavior.
H3b. Green purchase intention mediates the association among atti­
tude toward green products and green buying behavior.
2.7. Willingness to pay (WTP)
Price is among the many barriers which doesn’t allow the consumer
to spend on the product when he/she has the alternative available
(Töytäri et al., 2015). Traditional goods are relatively cheaper than
green products, but people who are well informed about the importance
of it don’t bother the price or are less price sensitive (Khan et al., 2022a,
b), and, when there’s a willingness to pay for the commodity, premium
prices will not be acting as a hurdle (Hassan et al., 2022). Taking into
account the TPB, purchase intent is hypothesized to predict attitude,
while Willingness to Pay more is claimed to affect the magnitude and
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Cleaner and Responsible Consumption 12 (2024) 100180
direction of the green purchase intention.
H4. Consumers’ Willingness to Pay moderates the relationship be­
tween green Purchase Intentions and Green Purchase Behavior.
3. Methods
3.1. Research design and framework
The objective of present research is to investigate the cause-and-
effect association among well-established variables by following the
positivist paradigm. Quantitative research design has been used to
investigate and test the conceptual model (Creswell, 2014) through a
self-administered questionnaire survey for current study. Target popu­
lation for current research included young adults, studying in a uni­
versity, within the age bracket of 20–40 years (Martínez-Mesa et al.,
2016) which being the most sustainable generation of the time (Yamane
and Kaneko, 2021). Selection of products has now become an identity of
the person depicting his/her beliefs and values for which university
students as sample can help in understanding the their views about the
insights to global sustainable markets of apparel.
Keeping in mind that Pakistan is a less developed country, where
adults are not much educated and unaware of environmental degrada­
tion and green products, young students as respondents have been
selected (Ali et al., 2019). Young customers, especially educated, are
more aware of the environmental concerns and more conscious about it
(Yamane and Kaneko, 2021) and they are the future decision makers
that have the ability to make the changes in the coming future (Kumar
et al., 2017). Young adults are the current consumers of the products,
future decision makers, and can also influence change in the coming
future (Kumar et al., 2017; Xie and Madni, 2023; Stepek, 2023). Also,
due to high family income level than majority of households (Zia, et al.,
2023; Khwaja et al., 2022; Tahira et al., 2020), students studying in
higher education institutes can afford to keep on purchasing the items
and products which are trendy and can change the purchasing behavior
of others in their social circle (Forsey, 2023). Moreover, students as
respondents, have been used by many other researchers (Saeed et al.,
2023; Abrar et al., 2021; R. B. Soomro et al., 2020).
Moreover, as the topic under consideration is relatively new for less
developed countries, and only a specific sub-segment within the
educated class (e.g. Generation Y & Z) is aware of the fashion trends and
therefore the appropriate respondents for this research. So, young stu­
dents as respondents have been selected because, given the context of a
less developed country, are more educated and aware of the environ­
mental concerns (Kim and Lee, 2023), more fashion oriented (Abrar
et al., 2021; Ray and Nayak, 2023; Jones & Podpadec, 2023), brand
loyal (Raza et al., 2021; Cardoso et al., 2022; Singh and Singhal, 2022),
and, more prone towards impulsive buying (Redine et al., 2022; Lee
et al., 2023). Comparatively, the adults and the non-educated customers
who are unaware of environmental concerns and less fashion oriented
and brand conscious, would not have been able to fully comprehend and
answer the questionnaire.
Convenient sampling technique was applied for data gathering pur­
pose and choice of choosing the technique on the basis of time frame, the
easiness and reliability of data to exclude the biasness factor (Kahveci
et al., 2023; Yeo et al., 2017). According to Raifman et al. (2022) con­
venience sampling is the suitable option when population is unknown.
Sekaran and Bougie (2016) stated that the range of sample size between
30 and 500 is appropriate for behavioral research, whereas more than
500 sample might be the cause of error type II. Sample size larger than
200 is found to provide acceptable margin of error and lowest sample of
200 respondents is mandatory for SEM analysis (Hair et al., 2010;
Mahmood et al., 2022, 2023). So, considering the multiplication formula
(number of items x 5 (for minimum) and x 10 (for maximum) sample
size) was applied and present study consist 43 items, and sample size of
430 was finalized (Memon et al., 2020; Mahmood et al., 2022). Out of
N. Rasheed et al. Cleaner and Responsible Consumption 12 (2024) 100180

Table 1 3.3. Data analysis and structural model

Respondents profile (n = 320).
Variables Frequency Percentage Data were to carry out Structural Equation Modelling through AMOS
software (Byrne, 2016). As per Anderson and Gerbing (1988), both
Gender
Male 168 52.5% measurement and structural models were examined. Analysis was done
Female 152 47.5% by outer & structural model, while mediation moderation analysis was
Age carried out through bootstrapping technique for checking interaction
20-24 87 27.2% term. IBM SPSS version 25.0 was used to conduct descriptive, correla­
25-29 95 29.7%
30-34 89 27.8%
tion and reliability analyses (Hair et al., 2009).
35 & above 49 15.3%
Education 4. Findings
Under Graduate 107 33.4%
Graduate 79 24.7%
4.1. Reliability statistics
Post Graduate 98 30.6%
Others 36 11.3%
Income Alpha is the most reliable and valid for reliability analysis. Threshold
Less than 35000PKR 61 19.1% value for the reliability test is 0.7–0.9 ranging from acceptable to very
36000PKR-40,000PKR 78 24.4% good. Results revealed that the value of 43 items of this study was 0.866,
41000PKR-45000PKR 111 34.7%
46000PKR or above 70 21.8%
which is above than acceptable value > 0.7 and less than 1 and very
Marital Status good for judging construct validity (Cronbach, 1951).
Unmarried 134 41.9%
Married 86 26.9% 4.2. Correlation
Divorced 56 17.5%
Widowed 44 13.7%
Positive correlation among all variables was substantial at (2-tailed)
0.01 level as highlighted in Table 2. Acceptance of Correlation analysis
430 disseminated questionnaires, 320 responses were received having is based upon Significance level and Association values being less than
74 % response rate. 0.05 and 0.4–0.8 respectively, and, standards were met.

3.2. Instrument 4.3. Regression assumptions

Current research variables were measured on the scale of seven-point
likert scale ranging from (1) “strongly disagree” to (7) “strongly agree”.
The measurement scales were adapted from established studies, i.e.
Environmental Knowledge (EK) was taken from Kumar et al. (2017), and
Su et al. (2019); Environmental Concern (EC) was taken from Lee (2008)
and Bianchi and Birtwistle (2011); Perceived Consumer Effectiveness
(PCE) was adapted from Kim and Choi (2005) and Zheng and Chi, 2015;
Attitude towards Green Products (ATGP) from Kumar et al. (2017) and
Maloney et al. (2014): Green Purchase Intentions (GPI) from Chan and
Lau (2002); Willingness to Pay (WTP) from Su et al. (2019); and, Green
Purchase Behavior (GPB) from Park and Lee (2020) and Kim and
Damhorst (1998).
Table 1 shows the demographic characteristics of the respondent
including gender, age, education, income and marital status. The male
respondents were dominant with 52.5% as compared to female re­
spondents 47.5%. Considering age, the group of 25–29 had the highest
percentage of 29.7%, while the highest number of respondents were
undergraduate students accounting for 33.4%. Respondents with in­
come between 41000PKR to 45000PKR were more than other groups
and accounted for 34.7%, whereas, out of 320 respondents, 41.9% were
dominant having unmarried status.
Multicollinearity was checked and found value of every variable with
relationship to other less than 10, and hence good for regression as
highlighted in Table 3.
4.4. Normality of the data
Data normality was checked through skewness and kurtosis tests and
the values were within the acceptable ranges between +1 and − 1, and,
+2 to − 2 respectively. Table 4 indicates that 38.6% change in dependent
variable is explained/influenced by the model. Table 5 shows that the
relation between independent variable and dependent variable was
linear or linearly dependent, and, there is significant impact of EC, EK,
PCE, ATGP, GPI and WTP on GPB.
4.5. Measurement model
The latent constructs were combined in the measurement model to
run CFA, and only one item of Environmental Concern (EC) was not
considered for analysis purpose as its factor loading was less than 0.6.
Hair et al. (2009) argued that AMOS is referred to conduct test on few
indices, which helps to determine the model fitness through RAMSEA,
DFI, CFI and Chi-square/df. CMIN/DF refers to discrepancy divided by
degree of freedom, and CMIN/DF value ≤ 3 is acceptable fit, value ≤ 5
reasonable fits, Goodness of Fit Index, value equals to 1 is perfect, value

Table 2
Correlation analysis.
Measures Environmental Environmental Perceived Consumer Attitude Towards Green Purchase Willingness to Green Purchase
Concern Knowledge Effectiveness Green Products Intention Pay Behaviour

EC –
EK .45** –
PCE .62* .53** –
ATGP .56** .36** .66** –
GPI .56** .43** .63** .75** –
WTP .33** .41** .52** .60** .73** –
GPB .16** .44** .17** .29** .39** .48** –

Note: P < 0.05.

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N. Rasheed et al. Cleaner and Responsible Consumption 12 (2024) 100180

Table 3
Coefficients.
Model Unstandardized Coefficients Standardized Coefficients t Sig. Collinearity Statistics

B Std. Error Beta Tolerance VIF

1 (Constant) .970 .264 3.666 .000

Environmental Concern − .080 .075 − .070 − 1.069 .286 .543 1.842
Environmental Knowledge .455 .062 .425 7.348 .000 .687 1.456
Perceived Consumer Effectiveness − .353 .072 − .355 − 4.879 .000 .434 2.306
Attitude toward Green Products .131 .077 .133 1.705 .089 .381 2.628
Green Purchase Intention .128 .093 .124 1.372 .171 .280 3.574
Willing To Pay .348 .076 .348 4.601 .000 .401 2.492

*Dependent Variable: Green Purchase Behavior.

≥ 0.9 is reasonable fit, and value ≥ 0.95 excellent fit, Normed Fit
Table 4 Index/Delta 1, value equal to 1 means perfect fit, and value < 0.9 needs
Model summary.
improvement, TLI and NNFI score closer to 1 very good fit, and value
Model R R2 Adjusted R2 Error Estimate equal to 1 is perfect, Comparative Fit Index, value ≥ 0.95 excellent,
1 .621 a
.386 .372 .59067 value closer to 1 means good fit, and 1 is perfect, RMSEA value range
≤0.05 excellent and >0.1 poor, between 0.05 and 0.08 acceptable, be­
tween 0.08 and 0.1 borderline. Table 6 indicates that all the values are
Table 5
within acceptable ranges, so model is fit.
ANOVAa.
Model Sum of Squares Df Mean Square F Sig.
4.6. Causal Model – (direct and positive effect of constructs)

1 Regression 58.496 6 9.749 27.944 .000b

The hypotheses H1a, H1b, H1c, H2a and H3a were tested and found
Residual 93.153 267 .349
Total 151.649 273 that the stated five hypotheses are accepted (see Fig. 1). Below Fig. 3 and
Table 7 indicates the findings. The correlation values in Tables 7 and 8
exhibit that the constructs EC_M, EK_M and PCE_M are having strong and
significant positive impact on ATGP_M. Similarly, ATGP_M and GPI_M
Table 6
Model finding values.
have a positive impact on GPI_M and GPB_M, respectively. In all re­
lations, 5 % P-value is present and thus the relations between the con­
Measure Threshold Model Decision
structs are significant. Therefore, H1a, H1b, H1c, H2a and H3a are
Values
accepted (see Fig. 2).
Chi-Square/df <3 good; ,5 sometimes permissible 1.227 In limit
(CMIN/df)
CFI >.95 great; >.90 traditional; >.80 .918 In limit 4.7. Mediation analysis
sometimes permissible
GFI >.95 .878 In limit Test of mediation between the IV and DV was conducted through
AGFI .912 In limit
AMOS. Fig. 4 shows the structural model in which bootstrap mediation
>.80
SRMR <.09 .047 In limit
RMSEA <.05 good; .05 - .10 moderate; >.10 .027 In limit technique has been used (Hayes et al., 2011) to test mediation indirect
bad effects of ATGP on IV and DV. Maximum Likelihood (ML) was used as an
PCLOSE >.05 1 Accepted estimation with a bootstrapping of 2000. To analyze indirect effect,
TLI .912 Accepted
>.90
bootstrap sample is kept at 2000 because it performs iterative boot­
CFI >.90 .918 In limit
strapping 2000 times, thus, making the estimates more reliable. 95%
bias corrected confidence interval is used which help in reducing the
inflation, this mitigates the bootstrapping tendency of inflating values.
H2b: ATGP mediates the relationship between EK, EC, PCE and GPI.

Fig. 1. The research framework.

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N. Rasheed et al. Cleaner and Responsible Consumption 12 (2024) 100180

Fig. 2. Model fit.

Fig. 3. Causal model.

Table 9 indicates that the relation between GPI_M with EC_M and
Table 7 EK_M is non-significant statistically. Therefore, it is assumed from the
Correlation values of the constructs/variables. values that a partial and full mediation exists in the model. According to
Constructs PCE_M EK_M EC_M ATGP_M GPI_M the output, full mediation exists in a causal path, which is EC_M (IV)
ATGP_M .841** .741** .758**
relation with GPI_M (DV), therefore, ATGP_M plays a mediating role
GPI_M .659** between the IV and DV. This is full mediation as there is no direct
GPB_M .632** relation of IV with DV. Likewise, ATGP_M is playing a mediating role
Note: p*< 0.01, p**< 0.05 (Sig: 2-tailed), EC_M, ATGP _M, EK_M, PCE_M,
between EK_M (IV) and GPI_M (DV) and there is no direct relationship
GPI_M, GPB_M. between IV and DV; thus, a full mediation exists. The direct relationship
exists between PCE_M and GPI_M as the p-value is significant. In addi­
tion, when the mediator ‘ATGP_M’ is added between PCE_M and GPI_M
an indirect path is created, and the P-value stays significant. Therefore,

6
N. Rasheed et al. Cleaner and Responsible Consumption 12 (2024) 100180

Table 8
H1a, H1b, H1c, H2a, H3a Regression weights.
Causal Path Estimate S.E. C.R. P* Label Decision

ATGP_M <— EC_M .920 .133 4.125 .002 H1a Supported

ATGP_M <— EK_M .889 .163 5.238 *** H1b Supported
ATGP_M <— PCE_M .878 .174 6.504 *** H1c Supported
GPI_M <— ATGP_M .850 .155 6.359 *** H2a Supported
GPB_M <— GPI_M .910 .178 5.260 *** H3a Supported

Note: p*< 0.01, p**< 0.05; EC_M, ATGP_M, EK_M, PCE_M, GPI_M.

Fig. 4. Structural model.

Table 9
H2b Regression Weights: (Group number 1 - Default model).
Causal Path for Mediation Estimate S.E. C.R. P Remarks

ATGP_M <— EC_M .920 .133 4.125 .002 Significant Relation

ATGP_M <— EK_M .889 .163 5.238 *** Significant Relation
ATGP_M <— PCE_M .878 .174 6.504 *** Significant Relation
GPI_M <— ATGP_M .850 .155 6.359 *** Significant Relation
GPI_M <— EC_M .018 .050 .354 .723 Non-significant Relation
GPI_M <— EK_M .061 .041 1.496 .135 Non-significant Relation
GPI_M <— PCE_M .783 .165 6.442 *** Significant Relation

[Note: p* < 0.01, p** < 0.05; EC_M, ATGP_M, EK_M, PCE_M, GPI_M].

4.8. Moderation analysis

Table 10
H3b regression weights.
Fig. 5 shows the moderation model between GPI (IV), GPB (DV) and
Causal Path for Mediation Estimate S.E. C.R. P Remarks WTP. And, as indicated in Table 11, WTP does not have a moderation
GPI_M <— ATGP_M .850 .155 6.359 *** Significant effect between the relationship of GPI and GPB as statistically it is non-
GPB_M <— ATGP_M .018 .050 .354 .723 Non- significant, i.e. P-value is 0.500 which is greater than p < 0.05.
significant
GPB_M <— GPI_M .910 .178 5.260 *** Significant
5. Conclusion and implications
Note: p*< 0.01, p**< 0.05; ATGP_M, GPI_M and GPI_M.
5.1. Discussion
we can say that partial mediation exists as the direct and subsidiary
paths are substantial. The hypothesis H2b is accepted. The aim of present research was to analyze the concerns, knowledge,
H3b: GPI mediates the relationship between ATGP and GPB. intentions and behaviour of consumers regarding green apparel prod­
By examining the values given in Table 10, it is inferred that full ucts. Researchers tried to find out the difference between purchase in­
mediation exists between ATGP_M (IV) and GPB_M (DV) as the causal tentions and actual buying behavior (Yada and Kumar, 2021; Khan et al.,
path between ATGP_M and GPB_M is statistically non-significant. Hence, 2022a,b). Findings revealed that Green Purchase Behaviour (GPB) is
the hypothesis number H3b is also accepted. driven by Green Purchase Intentions (GPI) which are influenced by
Attitude towards Green Products (ATGP), whose predictors are cogni­
tive factors, i.e. Environmental Concern (EC), Environmental

7
N. Rasheed et al. Cleaner and Responsible Consumption 12 (2024) 100180

Fig. 5. The interaction (moderator).

individuals which has been shaped from growing environment degra­

Table 11 dation as well climate change. Consumers and customers which are
Moderation effect. more conscious about the environment and have more concerns about
Moderation Paths Estimate S.E. C.R. P Result B ecosystem are more demanding for green fashionable products.
Knowledge about the green and environmentally friendly products is the
GPB < —GPI .910 .178 5.260 *** Significant .80
GPB < —WTP .135 .095 1.418 .156 Non- .11 factor that need to be focused and the results of this study will help
significant companies in improving their marketing strategy. By quoting the ex­
GPB < —GPI x − .030 .045 − .670 .500 Non- − .10 amples from societies where green products are more often used and
WTP significant
utilized would be good gesture for attracting customers. Also, more
Note: p*< 0.01, p**< 0.05, GPI, GPB and WTP. consumer centric approach towards green product development and
promotion is needed.
Knowledge (EK) and Perceived Consumer Effectiveness (PCE). Findings
of present study, regarding GPI and GPB, are in accordance with those of 5.4. Limitations and future research
Kumar et al. (2017), Jaiswal and Kant (2018), and Nguyen et al. (2019).
Results revealed that EC and EK have substantial and optimistic impact As data were collected from students of Lahore region only, so this is
on ATGP as people do consider environment while purchasing. It was one of the major limitations regarding generalizability. It is not neces­
also found that Consumer perception about green products (PCE) has sary that if green products are used by consumers more in Lahore, then
significant impact on attitude towards green purchasing and highlighted eco-consumers are also exhibiting same behaviour in other cities and
the perception positivity for green products. regions. Also, it is not necessary that the results found in Pakistan will
Further, result of the first mediation analysis shows that if consumers also be similar in other countries too, so in future research, large samples
have ATGP then, GPI is enhanced. While regarding the second mediation of respondents can be taken from different cities and countries. Another
analysis, H3a has also been accepted because GPI has significant and limitation was that the data were collected from students of universities
positive impact on GPB. Implying that GPI draws the consumers to and was focused only on apparel industry, whereas different industries
purchase green fashionable products, and, GPI mediates the relationship can be studied and compared in future research, e.g. leather industry,
between ATGP and GPB. And as regards H4 for the moderating variable, and, surgical equipment industry.
WTP, which was hypothesized to strengthen or weaken the relationship, Longitudinal study can be done in future to compare the behaviour of
could not be accepted as no significant and positive effect was found. H4 consumers over different periods of time. In future, other variables in a
not being accepted is also consistent with the research of Chaudhary and similar domain can also be incorporated in the proposed framework like
Bisai (2018), and Yada and Kumar (2021). Significant contribution of importance of green products, cost of the green products, future of the
Price effect was not found in current research and consumers purchase green products etc. Marketing stimuli like eco-labels, branding, green
green apparels once they have strong purchase intentions even if the advertisements, social buzz were not included in this study and can be
price is high (Sabir and Mahmood, 2016). It forms the notion that added in TBP model to test the consumers green buying behaviour.
consumers are not verily affected by the price and green consumers pay
more for green sustainable clothing. CRediT authorship contribution statement

5.2. Managerial implications
For the managerial point of view and their concerns, firms need to
guide and train their employees and consumers to promote conscious­
ness of green purchasing and their influence on environment. Products
which are recyclable and healthy for the environment should be prior­
itized and promoted, while companies should also find out ways on how
to make green products cheaper and reliable for the consumers. Green
products also need to be more eye-catchy, trendy and fashionable so that
the young consumers can be attracted easily.
Nida Rasheed: Writing – original draft, Formal analysis, Concep­
tualization. Raja Irfan Sabir: Writing – review & editing, Methodology,
Data curation. Hamid Mahmood: Writing – original draft, Visualiza­
tion, Investigation, Conceptualization. Abdul Rauf: Writing – review &
editing, Methodology, Data curation. Aidarus Mohamed Ibrahim:
Writing – review & editing, Writing – original draft, Visualization,
Conceptualization. Warda Naseem: Writing – review & editing, Writing
– original draft, Visualization, Conceptualization.
Declaration of competing interest

5.3. Conclusion The authors declare that they have no known competing financial
interests or personal relationships that could have appeared to influence
The need for this study comes from the prevailing perception of the work reported in this paper.

8
N. Rasheed et al.
Data availability
Data will be made available on request.
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