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Green
Factors influencing green purchase purchase
behavior among millennials: the behavior

moderating role of religious values

Muhammad Asif Qureshi
Department of Business Administration and Social Sciences,
Mohammad Ali Jinnah University, Karachi, Pakistan Received 8 June 2020
Revised 12 September 2020
5 March 2021
Asadullah Khaskheli 18 May 2021
School of Management, Hainan University, Haikou, People’s Republic of China 15 August 2021
3 December 2021
14 January 2022
Jawaid Ahmed Qureshi Accepted 6 March 2022
Department of Management Sciences, SZABIST University, Karachi, Pakistan, and
Syed Ali Raza and Komal Akram Khan
Department of Business Administration, IQRA University, Karachi, Pakistan

Abstract
Purpose – An individual’s standard of living is profoundly affected by industrialization and technology’s
continuous revolution. At present, the environment is uncontrollable and global warming is increasing.
Therefore, there is a need to protect the earth immediately as the lives of all creatures are at risk. The purpose
of this paper is to determine the factors related to green purchase behavior (GPB) by incorporating religious
values (RGV) as a moderator. Moreover, the moderating role of RGV has been incorporated so that the
importance of RGV in the life of millennials can be examined.
Design/methodology/approach – Smart partial least square (PLS) has been used for data analysis, and
PLS-structural equation modeling has been used to assess measurement and structural models.
Findings – The findings reveal that environmental concern, environmental knowledge and green perceived
value positively and significantly affect attitude and subjective norm (SN). Moreover, attitudes toward the
purchase of green products and SNs also show a positive and significant relationship with green purchase
intention (GPI). In addition, GPI is also positively and significantly associated with GPB. However, green
brand knowledge portrays a positive but insignificant relationship with attitude and SN. Finally, RGV does
not strengthen the relationship between intention and behavior.
Originality/value – Religion is a strong predictor of individual behavior as people are emotionally
connected with Islam’s teachings. Therefore, the study provides a unique contribution by adding RGV as a
moderator in the model of TRA. Also, the authors targeted the specific generation, i.e. millennials, so that
millennials’ behavior can be identified as it covers Pakistan’s large population. Also, millennials are the people
who are more involved in decision-making.

Keywords Green products, Religious values, Environmental concern, Knowledge, Millennial, Smart PLS
Paper type Research paper

1. Introduction
An individual’s standard of living is affected by the continuous revolution of
industrialization and technology. Climate change increases extreme weather events such as Journal of Islamic Marketing
heatwaves, glacier melting, extreme rainfall, bushfire and heavy snowfall that affect the © Emerald Publishing Limited
1759-0833
vulnerable population around the world (Van der Geest et al., 2019). The rapid DOI 10.1108/JIMA-06-2020-0174
JIMA environmental changes have developed serious threats to many business organizations,
society, governments and individuals. The main causes of growing environmental
degradation are solid waste, ozone depletion, global warming and air pollution.
Furthermore, other commercial activities such as sourcing, production, transportation and
marketing have a detrimental impact on the environment (Khidir ElTayeb et al., 2010).
Companies are more willing to protect the environment as part of their social
responsibility because consumers are now concerned about companies’ behavior toward
climate change (Mohr et al., 2001; Chuah et al., 2020). Thus, companies should promote green
products to consumers and implement green marketing strategies efficiently. Products with
minimal environmental effects are eco-friendly products. The minimal effect means the
product consumes less energy and uses safe and environmentally sound materials. These
products do not pollute the environment, use low-toxicity materials and can be recycled.
People are getting conscious about their surroundings as global warming, deforestation,
water and air pollution; everything is increasing (Ullah et al., 2020). Hence, in such
circumstances, environmental knowledge (EK) can play an essential role in preventing the
surroundings because when people have the knowledge, they will take major steps for the
betterment. Further, Aslam et al. (2021) claimed that people with EK often become
influencers in their social circles. As a result, people seek to purchase environmentally
friendly products to benefit forthcoming generations (Paul et al., 2016). As per the research
of Hassan (2014), the behavior to purchase green products vary from country to country and
culture to culture. For instance, in Western Europe, people are more conscious about the
environment and thus purchase environmentally friendly products. Similarly, in developed
countries, many research studies have been conducted on green purchase intention (GPI)
Rahbar and Abdul Wahid (2011), Huang et al. (2014), Ko and Jin (2017) and Wasaya et al.
(2021). However, after reviewing the literature, it is observed that the findings vary from
each other because the demand for environment-friendly products is not uniform across
different cultures and market segments as consumers have different mindsets (Kumar and
Ghodeswar, 2015). Similarly, a major role has been played by religion in shaping the lifestyle
of consumers. Hence, an individual’s purchase and consumption behavior also depend on
religion, as these values represent the faith-based values of an individual (Hassan, 2014;
Ghazali et al., 2018). After reviewing the literature, it has been noticed that there is a dearth
of studies in green literature that identify green behavior from the perspective of millennials’
religious values (RGV).
Therefore, there is a need to research the findings in Pakistan’s context as it holds special
significance for some reasons. In Pakistan, the climate is rapidly changing and affecting
lives. Recent heatwaves, poor air quality and rapid cyclones are the evidence, so it is high
time for developing states to adopt green approaches. Hence, the purchase of green products
is one of them. Additionally, people view religion as an essential aspect of life and consider
their RGV while taking vital decisions. In the present era, the millennial population is
adapting many new things, so this research attempts to examine the moderating impact of
RGV on the green purchase behavior (GPB) of millennials. In Pakistan, prior research
studies emphasized GPI and behavior in various contexts (Ali et al., 2011; Rizwan et al.,
2014; Ali and Ahmad, 2016; Salam et al., 2021; Wasaya et al., 2021), but none target the green
behavior of millennials along with RGV. Second, Pakistan is listed as the second most
polluted country in World Air Quality Report, 2020 [1]. Therefore, there is a need to study
millennial consumers’ behavior so that competitive authorities and marketers can introduce
relevant strategies for the promotion of green products. Third, according to the United
Nations Development Programme’s National Human Development Report, Pakistan has the
highest proportion of young people. So it is essential to study millennials’ GPB as it
contributes more than other age groups. Further, Heo and Muralidharan (2019) argued that Green
recently millennials have started to show more spending power. Also, this age group purchase
influence family decision directly and indirectly and can be powerful consumers. Thus, such
characteristics make this generation a high-priority target for marketers. From the academic
behavior
point of view, little attention has been given to millennials’ sustainable behavior. So, in
existing research, we have targeted this age group. Further, purchase intention can be
divided into two categories, either intention to purchase or repurchase intention. Intention to
purchase is about the intention for those who do not have any experience in buying green
products. Meanwhile, repurchase intention focuses on the respondents’ experience of buying
green products. So, we have targeted the millennials who do not have any experience buying
green products but possess green and EK.
The present research contributes both theoretically and methodologically to the
literature. First, this study explores the factors that affect millennials’ behavior to purchase
green products. Second, the moderating role of RGV has been integrated into the research
model to understand the role of RGV in millennials’ lives and their impact on GPB. Third,
this study analyzes the association using the best predictive modeling method, i.e. partial
least square (PLS)-structural equation modeling (SEM).

2. Literature review
2.1 Theoretical background
The existing research used the theory of reasoned action (TRA) as a theoretical framework
to ascertain the factors influencing the intention to purchase green products in Pakistan.
TRA was proposed by Fishbein and Ajzen (1975). It was developed in the discipline of social
psychology to explain people’s behavior. According to the TRA model, most consumer
behavior is controlled by volition and intention (Fishbein, 1979). Consequently, customers
with a high degree of intentional influence are more inclined to make sound purchasing
decisions among alternatives. Hence, we used it in our study because the present research
aims to understand millennials’ behavior: whether based on their desires, they make
purchase behavior. Also, we add RGV as a moderator. So, TRA is the relevant model to
understand consumers’ behavior based on their needs.
It includes two essential components. First, the attitude of an individual toward the
outcome of the behavior. Second, the subjective norm (SN) is the opinions of the
homogeneous and heterogeneous groups of individuals from the social environment. Thus,
the two main factors determining the individual’s behavioral intention are SNs and attitude.
In green marketing and green consumer behavior, many scholars have constructed their
model on TRA (Liu et al., 2017; Paul et al., 2016; Ramayah et al., 2010; Suki, 2016).

2.2 Hypotheses development

2.2.1 Green brand knowledge. Green brand knowledge (GBK) is the customers’ know-how of
a green product related to the specific brand name, sign, symbol, design and quality. These
aspects help differentiate the goods and services of one seller from another (Suki, 2016).
Some prior research revealed that GBK is positively and significantly associated with the
attitude toward green products (Suki, 2016; Huang et al., 2014). Suki (2016) studied the
impact of green brands, attitudes and knowledge on green products’ purchase intention.
Moreover, results revealed that the essential factor of green product purchase intention is
GBK. Huang et al. (2014) stated that consumers are now eager to prevent the environment
because of awareness, and it has a huge impact on their attitudes. Therefore, it is effective
for green marketers in two ways. First, it promotes a positive attitude toward the purchase
of green products (ATPG). Also, it boosts the attitude and influences the surrounding of that
JIMA individual to adopt similar behavior. Furthermore, it depicts that a person with GBK
positively influences immediate family, friends and relatives to use green products. Hence,
we hypothesize the following:

H1. There is a positive relationship between GBK and ATPG products.

H2. There is a positive relationship between GBK and SNs.
2.2.2 Environmental concern. Environmental concern (EC) is the degree to which people are
aware of environmental problems and are willing to provide a solution. Environmentally
concerned people provide a solution and assist in resolving these environmental issues (Steg
and de Groot, 2012). Chaudhary and Bisai (2018) revealed that in the context of India, EC has
a positive impact on attitude and SNs. Similarly, other studies confirm the relationship by
showing positive and significant association (Maichum et al., 2017; Paul et al., 2016). In
contrast, Milfont and Schultz (2016) stated that the relationship between EC and attitude
toward green purchase is inconsistent because of the cultural and sample differences across
the studies. However, when consumers are concerned about the degradation of the
environment, they eventually depict a positive attitude toward green activities. Also,
recommend other people adopt environmentally friendly activities such as using green
products, recycling, organic foods and many more. Hence, the concern of people influences
the behavior of other people through family, group and peer pressure. These people act as an
influencer (Aslam et al., 2021) and because of their concern, other people also take
environmental issues seriously. Thus, the SN of consumers is influenced by ECs. So, after
considering the above discussion and studies, we hypothesize that:

H3. There is a positive relationship between EC and ATPG.

H4. There is a positive relationship between ECs and SNs.
2.2.3 Environmental knowledge. EK is understanding the concepts, ideas, facts and
relationships regarding the natural environment and ecosystems (Fryxell and Lo, 2003).
Thus, EK includes what individuals understand about the environment, the important
linkages that result in environmental characteristics or consequences, an understanding of
whole ecosystems and the communal responsibilities required for sustainable development
(Mostafa, 2007). Several studies revealed that consumers’ EK positively affected green
purchase attitude, behavior Kumar et al. (2017), Yadav and Pathak (2017), Mostafa (2007),
Young et al. (2010) and fosters environmental attitude (Dhir et al., 2021). It shows that EK
compels an individual to save the earth by using green products; thus, it increases
environmental awareness and influences the surroundings (Lin and Niu, 2018). Knowledge
plays a crucial role in changing someone’s mindset. Additionally, knowledgeable people are
the source of information for many people. If people have EK, they will transfer it to their
immediate family members and friends. Hence, it is concluded that increasing EK will
ultimately improve consumers’ attitudes. Also, it will have a positive impact on SNs.
Therefore, we develop the following two hypotheses:

H5. There is a positive relationship between EK and ATPG.

H6. There is a positive relationship between EK and SNs.
2.2.4 Green perceived value. Green perceived value (GPV) is the customers’ evaluation of the
attributes of goods or services that have a positive attitude toward the environment.
Perceived value is defined as the consumers’ insight and evaluation of a product or service’s
net benefits based on their expectations (Patterson and Spreng, 1997). When consumers Green
perceive the green value of the products, they are ready to pay a premium price. Hence, it purchase
shows that once the product’s value is developed in consumers’ minds, the role of money
becomes less important while making the purchase decision. Also, Hur et al. (2013) stated
behavior
that the price of features, environmentalism and performance significantly impact purchase
decisions. Furthermore, Lim et al. (2014) emphasized the impact of perceived value on
consumers’ willingness to pay for organic products. The findings concluded that a consumer
with a positive perceived value toward organic food would be more likely to have a high
willingness to purchase organic food. Hence, many other studies show similar results that
GPV is positively and significantly associated with the attitude and intention toward the
purchase of green products (Woo and Kim, 2019; Chen and Chang, 2012; Tang et al., 2014).
Similarly, when consumers’ GPV is high, they are more likely to influence individuals’
beliefs regarding green products. It influences the reference group positively. Thus, high
GPV results in a positive SN and leads to purchase behavior. Also, when people perceive
green products’ value, their positive reviews directly market that product among their
groups. Hence, the hypotheses are generated as follows:

H7. There is a positive relationship between GPV and ATPG.

H8. There is a positive relationship between GPV and SNs.
2.2.5 Attitude. Attitude comprises the judgment of whether the behavior is good or bad and
whether an individual wants to perform that behavior (Ajzen, 1985; Arli et al., 2018). In
many studies, attitude is found to be a significant factor that influences consumer intention
for instance: first, purchase of halal food (Alam and Sayuti, 2011); second, adoption of
internet banking (Lee, 2009); third, acceptance of smart technologies in the retail sector (Roy
et al., 2018). Furthermore, studies related to green products showed that attitude positively
impacts purchase intention (Huang et al., 2014; Ha and Janda, 2012; Zhou et al., 2013;
Amoako et al., 2020). Chen and Tung (2014) and Nimri et al. (2020) determined the influence
of consumers’ attitude on intention in the context of green-hotel and concluded that intention
is positively influenced by attitude. Therefore, the reviewed literature showed that a positive
attitude toward a behavior is directly linked with the stronger individuals’ intention to
perform a certain behavior. Thus, the hypothesis is generated as follows:

H9. There is a positive relationship between attitude toward the purchase of green
products and GPI.
2.2.6 Subjective norms. Ajzen (1991) defined SN as social pressure from homogenous or
heterogeneous groups that an individual receives and acts accordingly. Moreover, Wang
(2014) also stated that SN is the pressure of peers, society, family and friends on consumers’
minds to perform or do not perform any specific behavior. Hence, such pressure might result
in either positive or negative behavior. Many researchers studied the association between
SN and GPI and concluded that there is a positive and significant association (Chaudhary
and Bisai, 2018; Sreen et al., 2018; Yadav and Pathak, 2017). In contrast, few studies depict
contradictory results, i.e. SNs do not positively and significantly affect GPI (Paul et al., 2016;
Varshneya et al., 2017). It shows that many people do not give importance to others’
opinions; thus, they do not find the concept of purchasing green products relevant. Hence,
following hypothesis is proposed:

H10. There is a positive relationship between SNs and GPI.

JIMA 2.2.7 Green purchase intention and green purchase behavior. As the name implies, the
intention is an individual’s readiness to perform the given behavior. According to Ajzen and
Fisbbein (1974), the intention is considered to be an instant antecedent of behavior. Further,
the more favorable attitude toward behavior, the greater the SN, the stronger the intention to
perform the behavior (Yadav and Pathak, 2017). Also, Chan (2001), Chaudhary and Bisai
(2018) stated that as an intention to purchase green products increases, eventually, people
are more likely to buy green products. Similarly, GPB is defined as how consumers purchase
green products or sustainable products that can be recycled and cannot harm the
environment (Mostafa, 2007). Therefore, we hypothesize that:

H11. There is a positive relationship between GPI and GPB.

2.2.8 Religious values. The sustainable behavior of an individual can be positively
influenced by religion. Many researchers believe that RGV are powerful influencers as they
can transform societies and behavior Ghazali et al. (2018), Graafland (2017). Further,
Koehrsen (2015) argued that world religions and ecosystems are compatible with certain
ethical ideologies, but unfortunately, the world faces serious environmental issues because
people are getting separated from their basic RGV.
Consumer behaviors can be predicted by religious or Islamic values (Ghazali et al., 2018;
Arisbowo and Ghazali, 2017; Hassan, 2014). In Islam, the environment’s protection is an
important faith, and religious persons follow the Islamic teachings. There is much evidence
available that portrays the importance of environmental protection in Islam. According to
Bemanian and Saleh (2011), in the Holy Quran, more than 750 verses discuss natural
phenomena and more than ten percent of verses are related to the issue of nature. Moreover,
Siyavooshi et al. (2019) stated that Islam prohibits activities that affect the natural
environment and resources, for instance, the excretion of toxic gasses, deforestation,
littering and misuse of natural resources. So, people are likely to adopt those behaviors that
are in favor of Islamic values. Thus, Islam teaches the lesson of cleanliness and order
humans to protect the earth. Similarly, most of the population in Islamic countries includes
Muslims; thus, an individual’s surroundings greatly affect decisions. So, if consumers are
surrounded by people who value the teachings of religion and want to protect the earth, such
people influence people’s intentions.
After reviewing the various researches, it has been identified that green literature and
consumer behavior lack studies related to RGV. However, few studies are available that
include RGV in the context of green purchase. For instance, Ghazali et al. (2018) explore the
association between RGV, green habits and GPBs. Hassan (2014) researched the impact of
RGV on middle-class Malaysian Muslims’ GPI. Siyavooshi et al. (2019) determined whether
Islamic values and EK in the advertising of disposable plant containers foster consumers’
willingness to purchase such products for religious ceremonials. In contrast, some scholars
emphasized religiosity, such as Farooq and Yahya (2021) studied green religiosity
concerning consumers’ values and switching behaviors of green products. Another research
studied the impact of religiosity (i.e. intrinsic and extrinsic) on consumers’ GPI toward the
selection of green hotels in China (Wang et al., 2020). Therefore, it has been confirmed that
no other association has been studied yet that examines how RGV affects the link between
consumers’ attitudes and intentions and between SNs and intentions. Prior research claimed
that an individual’s knowledge and concern could foster attitude (Amoako et al., 2020), but
individual values can change intention as people acknowledge their values more than other
factors. For instance, people know about the importance of protecting the ecosystem and
might want to participate in eco-friendly initiatives but are reluctant to adopt eco-friendly
behaviors. Hence, the association would be stronger if they follow religious principles and
believe that their religion emphasizes protecting the environment. Similarly, if RGV are not Green
high, people will be less intended to purchase green products despite the social influence and purchase
attitude. Thus, in the present research, RGV have been introduced as a moderator between
attitude, SN and intention to purchase. Therefore, there is a need to identify whether RGV
behavior
affect consumers’ intentions. Also, what role does it play when people have higher RGV or
vice versa. So, on the basis of the aforementioned discussion, we propose the following
hypotheses:

H12. The positive relationship between attitude and GPI will be stronger when RGV are
high.
H13. The positive relationship between SNs and GPI will be stronger when RGV are
high.

3. Methodology
3.1 Research model
Our study’s conceptual framework is presented in Figure 1. The model demonstrates
variables that aim to determine the millennial consumers’ GPB by incorporating RGV as a
moderator.

3.2 Data collection and instrumentation

We conducted this research by using the quantitative approach, and for this purpose, the
data has been collected through a survey. We shared a questionnaire with our targeted
audience and collected the data in the survey. The questions were developed on a Likert
scale comprising five points, from strongly disagree to strongly agree. We targeted the
millennials for the survey. We e-mailed the questionnaire to our students at their registered
e-mail addresses. The e-mail was sent to the students that come under the category of
millennials. Initially, we sent the questionnaire to 846 students, and from 846, we received
532 responses. Hence, the response rate is 62.88%. In addition, 24 responses were removed
during data screening due to missing or inadequate values. The study’s final sample size
was 508 people. The sample size chosen for the data was based on the criteria provided by
Hair et al. (2017) Comrey and Lee (2013) that a sample of 50 is considered bad, 300 is
considered acceptable, 500 is considered very good and 1,000 is considered exceptional.

Figure 1.
Conceptual
framework
JIMA We used quantitative analysis for the research because, after gathering quantifiable data,
we used statistical approaches whose conclusions may be easily generalized. Convenience
sampling, as the name suggests, includes the respondents that are willingly accessible for
data collection. As a result, a convenience sample approach has been used to obtain data
from students who were easily available to us. The millennials include students, graduates,
working and nonworking individuals.
The questionnaire was adapted from past studies. For example, the questions of SNs,
GPI and GPB were adapted from prior research (Yadav and Pathak, 2017); attitude (Chen,
2007); green perceived product value from Patterson and Spreng (1997); GBK from Huang
et al. (2014); EK from Mostafa (2007); ECs from (Abdul-Muhmin, 2007); RGV from Ghazali
et al. (2018).

3.3 Demographics
The demographic profile represents the details of our respondents in terms of age,
education, gender and working status. According to Table 1, most millennials were male in
our sample, i.e. 68.50% and the remaining 31.49% were female. Moreover, in terms of age, it
shows that most millennials, i.e. 66.33% lie in the age bracket of 23–26 years old. Whereas
25.78% lie in the age bracket of 27–30 and millennial, i.e. 5.11% come under the age group of
31–34. Moreover, the remaining fourteen belong to the age of 35–38. Concerning education,
198 (38.97%) millennials were undergraduate, 263(51.77%) were graduate, 28 (5.51%);
however, some lie at the stage of post-graduate and the remaining 19 (3.74%) belong to other
options. The last demographic item is about millennials’ working status, and it shows that
61.41% of millennials are currently working, whereas the remaining 38.58% are unused.

4. Data analysis and results

“Structural equation modeling” (SEM) was used to determine the validity of a theory. There
are two types of analytic methods: “covariance-based” and “variance-based.” First, this
study uses a variance-based approach called PLS-SEM to measure the hypothetical model.

Demographic items Frequency (%)

Age
23–26 337 66.33
27–30 131 25.78
31–34 26 5.11
35–38 14 2.75
Education
Undergraduate 198 38.97
Graduate 263 51.77
Post graduate 28 5.51
Other 19 3.74
Gender
Male 348 68.50
Female 160 31.49
Working status
Yes 312 61.41
No 196 38.58
Table 1.
Demographic profile Source: Authors’ estimations
For this purpose, we have used the Smart PLS 3.2.3 (Ringle et al., 2015). To evaluate the Green
significance value for each path coefficient, we used Hair et al. (2011)’s criterion and a purchase
bootstrapping technique using 5,000 subsamples. Moreover, scholars, i.e. Hair et al. (2019), behavior
stated that researchers should select PLS-SEM in the following conditions. First, when the
investigation is concerned with testing a theoretical framework from a prediction
perspective. Similarly, our research is based on a theory as we aim to investigate consumers’
purchase behavior; thus, it is suitable for us to go for PLS-SEM. Second, when the structural
model is complicated and comprises a significant number of constructs, indicators or model
associations. Therefore, we use this approach because our model includes eight constructs
along with moderating role. It is a combination of environmental triggers, TRA construct
and RGV (moderator); hence, we follow Hair et al. (2019) suggestion. Further, Wold (2006)
informed another key reason for using PLS-SEM is that it has a broad scope and flexibility
of theory and practice. Also, the statistical power of PLS-SEM is higher than the CB-SEM
(Reinartz et al., 2009).
There are two steps of PLS-SEM, namely, “measurement model and structural model.”
Two measures are considered for analyzing the model effectiveness: convergent validity and
discriminant validity.

4.1 Common method variance

In the present research, full-collinearity testing has been used that was proposed by Kock
(2015). It is widely acknowledged that variance inflated factor (VIF) values larger than 3.3
indicate that the model is affected by a serious issue of common method bias (CMB). Hence,
if all VIFs resulting from a collinearity test are equal to or less than 3.3, the model can be
considered free of CMB. As shown in Table 2, all VIF values are less than 3.3, demonstrating
that the study is not affected by CMB.

4.2 Measurement model

The model competency is measured based on convergent validity and discriminant validity.
Convergent validity is estimated through average variance extracted (AVE), loadings,
composite reliability and Cronbach’s alpha. Moreover, by using Cronbach’s alpha and
composite reliability scale, reliability is evaluated. In contrast, discriminant validity is
evaluated by the heterotrait-monotrait ratio of correlations (HTMT).
Table 3 demonstrates the results of Cronbach’s alpha, composite reliability, loadings and
AVE. According to Hair et al. (2019), Cronbach’s alpha and composite reliability must be
higher than 0.7; hence, the present study meets the criteria as all values are higher than 0.7.
Similarly, all loadings must be greater than 0.7 (Churchill, 1979). Furthermore, Fornell and
Larcker (1981) stated that AVE’s value has to be greater than 0.5; thus, our results meet the
benchmark of AVE’s benchmark.

ATPG EC EK GPB GPI GPV RGV SN

2.353 2.101 1.757 2.184 2.881 2.236 1.005 1.561

Notes: ATPG: attitude toward purchase of green product; EC: environmental concern; EK: environmental Table 2.
knowledge; GPB: green purchase behavior; GPI: green purchase intention; GPV: green perceived value; SN: Full collinearity
subjective norm; RGV: religious values testing
 results
JIMA

Table 3.
Measurement model
Cronbach’s Composite Average variance
Constructs Items Loadings alpha reliability extracted

ATPG ATPG1: Buying a green product is a good idea 0.838 0.850 0.899 0.690
ATPG2: Buying a green product is a wise choice 0.833
ATPG3: I like the idea of buying green products 0.862
ATPG4: Buying green products will be pleasant 0.789
EC EC1: The environment is one of the most important issues facing the world today 0.810 0.843 0.894 0.679
EC2: Issues relating to the environment are very important to me 0.824
EC3: The increasing destruction of the environment is a serious problem 0.816
EC4: It is important for me that we try to protect our environment for future generations 0.846
EK EK1: I know more about recycling than the average person 0.734 0.774 0.855 0.596
EK2: I know how to select products and packages that reduce the amount of waste ending up in landfills 0.746
EK3: I understand the environmental phrases and symbols on the product package. 0.786
EK4: I am very knowledgeable about environmental issues. 0.819
GBK GBK1: I have heard of green brands 0.821 0.657 0.813 0.593
GBK2: I know the green brands’ related environmental information 0.784
GBK3: Green brands are the first to come to mind when talking about environmentally-friendly products 0.701
GPB GPB1: I will switch products for ecological reasons 0.819 0.804 0.871 0.630
GPB2: I will always buy energy-efficient household appliances 0.880
GPB3: I will always buy paper and plastic products that are made from recycled materials 0.790
GPB4: When I choose between two equal products, I will purchase the one less harmful to other people 0.671
and the environment
GPI GPI1: I intend to purchase a green product because of its environmental concern 0.817 0.777 0.871 0.694
GPI2: I expect to purchase green products in the future because of their environmental performance 0.887
GPI3: I will be pleased to purchase a green product because it is environmentally friendly 0.792
GPV GPV1: The green products’ environmental functions will provide good value to me 0.853 0.807 0.886 0.722
GPV2: The green products’ environmental performance will meet my expectations 0.864
GPV3: I might purchase the green product because it is environmentally friendly 0.831
SN SN1: Most people who are important to me want me to purchase eco-friendly products 0.824 0.741 0.853 0.659
SN2: Most people who are important to me think I should purchase green products 0.825
SN3: My close friends and family members believe it is a good idea for me to join activities to protect the 0.785
environment
RGV RGV1: My faith impacts many of my decisions 0.996 0.993 0.996 0.993
RGV2: I always try to carry my religion over into all my other dealings in life 0.997

Notes: ATPG: attitude toward purchase of green product; EC: environmental concern; EK: environmental knowledge; GBK: green brand knowledge; GPB: green
purchase behavior; GPI: green purchase intention; GPV: green perceived value; SN: subjective norm; RGV: religious values
Discriminant validity was examined by an HTMT. Table 4 represents HTMT analysis. All Green
values support the discriminant validity benchmark as none are greater than 0.9 (Henseler purchase
et al., 2015; Teo et al., 2008; Gold et al., 2001).
As a result of the above examination, it is considered that the measurement model
behavior
validated the convergent and discriminant validity. Therefore, it may now be used to derive
the following model, which is a structural model.

4.3 Structural model

Hypotheses are evaluated in the structural model, and the relationship between
hypothesized constructs has been investigated. The structural model is determined based on
regression. Additionally, the standard significance level is 0.1. Tables 5 and 6 are related to
the regression analysis and moderating, respectively. Figure 2 shows the results of path
analysis.

5. Discussion
The first (GBK ! ATPG) and second (GBK ! SN) hypotheses depict that GBK has a
positive but insignificant relationship with ATPG and SN ( b = 0.013, p > 0.1) ( b = 0.070,
p > 0.1). The prior literature depicts the positive impact of GBK on ATPG (Huang et al.,

Variables ATPG EC EK GBK GPB GPI GPV RGV SN

ATPG
EC 0.778
EK 0.563 0.627
GBK 0.521 0.597 0.502
GPB 0.636 0.495 0.387 0.386
GPI 0.661 0.662 0.601 0.720 0.892
GPV 0.774 0.652 0.509 0.611 0.553 0.693
RGV 0.101 0.043 0.063 0.047 0.043 0.030 0.099
SN 0.452 0.549 0.758 0.489 0.291 0.489 0.545 0.084

Notes: ATPG: attitude toward purchase of green product; EC: environmental concern; EK: environmental
knowledge; GBK: green brand knowledge; GPB: green purchase behavior; GPI: green purchase intention; Table 4.
GPV: green perceived value; SN: subjective norm; RGV: religious values HTMT

Path SD Confidence
Hypothesis Relationships coefficient (STDEV) t-value p-value f2 interval Remarks

H1 GBK ! ATPG 0.013 0.040 0.258 0.796 (0.062, 0.092) Not supported
H2 GBK ! SN 0.070 0.050 1.359 0.174 (0.031, 0.166) Not supported
H3 EC ! ATPG 0.403 0.045 8.947 0.000 0.215 (0.321, 0.494) Supported
H4 EC ! SN 0.089 0.049 1.822 0.069 (0.006, 0.185) Supported
H5 EK ! ATPG 0.083 0.046 1.855 0.064 (0.008, 0.175) Supported
H6 EK ! SN 0.445 0.052 8.455 0.000 0.224 (0.342, 0.545) Supported
H7 GPV ! ATPG 0.387 0.045 8.498 0.000 0.216 (0.291, 0.475) Supported
H8 GPV ! SN 0.164 0.049 3.381 0.001 0.028 (0.059, 0.254 ) Supported
H9 ATPG ! GPI 0.464 0.057 8.210 0.000 0.286 (0.350, 0.562) Supported Table 5.
H10 SN ! GPI 0.199 0.061 3.267 0.001 0.052 (0.090, 0.325) Supported Results of path
H11 GPI ! GPB 0.724 0.047 15.519 0.000 1.104 (0.625, 0.810) Supported analysis
JIMA 2014; Suki, 2016). However, with respect to the significance level, the results are
contradictory. It shows that the positive association is not worthy as people with GBK are
not ready to purchase green products. Moreover, despite knowledge, Pakistani consumers
show reluctance because of high prices as these brands are expensive; thus, it affects their
attitude and eventually makes them less influential.
The third (EC ! ATPG) and fourth (EC ! SN) hypotheses show that there is a positive
and significant relationship between EC and ATPG and EC and SN as ( b = 0.403, p < 0.01)
( b = 0.089, p < 0.1), respectively. Our study results are similar to prior researchers’ results
Maichum et al. (2017) and Paul et al. (2016). The findings reveal that when millennials are
concerned about the environment and want to protect the earth, they are likely to depict a
positive ATPG. Similarly, their EC influences their immediate groups. Also, such people
want other people to follow the practices that they believe are beneficial for the environment.
Further, Zahid et al. (2018) argued that when consumers are concerned about environment-
related issues, it results in positive attitudes toward purchasing.
The fifth (EK ! ATPG) and sixths (EK ! SN) hypotheses show that EK has a positive
and significant impact on ATPG and SN as ( b = 0.083, p < 0.1) ( b = 0.445, p < 0.01). Our
results are supported by prior research (Kumar et al., 2017; Yadav and Pathak, 2017). It
means that environmental education imposed significant effects on the consumers’ attitude.
Therefore, consumers’ attitude toward protecting the environment becomes more favorable
as environmental consciousness grows. Moreover, when people know the importance of
protecting the environment from further degradation, they transfer their knowledge to their
immediate family and friends. Hence, educated millennials do not compromise the alarming

Path SD Confidence
Hypothesis Relationships coefficient (STDEV) t-value p-value interval Remarks
Table 6.
Moderating effect of H12 ATPG*RGV! GPI 0.163 0.066 2.554 0.011 (0.274, 0.011) Not supported
religious values H13 SN*RGV! GPI 0.141 0.064 2.431 0.015 (0.011, 0.240) Not supported

Figure 2.
Results of path
analysis
activities that can affect the ecosystem. So, for the protection of the environment, they prefer Green
green products; thus, a positive attitude leads to a positive impact on the surroundings. purchase
The seventh path (GPV ! ATPG) and eighth path (GPV ! SN) show significant and
positive relationship as ( b = 0.387, p < 0.01) ( b = 0.164, p < 0.01). The results are consistent
behavior
with the work of (Woo and Kim, 2019; Chen and Chang, 2012; Tang et al., 2014). The
findings reveal that millennials are conscious of their values and do not compromise easily.
It is believed that once their opinion is developed so no one can change it. Thus, in green
behavior, the results show that when perceived value among millennials consumers is high,
they will eventually focus on green-friendly products rather than normal products.
Moreover, consumers tend to believe that environmentally friendly products have a higher
value than other products because of the advanced green technologies. Similarly, when they
accept that green products possess high value, they ultimately spread this in their groups
and recommend buying those products.
The result of the ninth hypothesis (ATPG ! GPI) shows a positive and significant
relationship between ATPG and GPI ( b = 0.464, p < 0.01). Prior researches also support the
results (Huang et al., 2014; Ha and Janda, 2012; Zhou et al., 2013). It means the higher the
attitude, the higher the intention will be. Hence, the higher willingness to purchase green
products, the more intention will be developed among the millennials. So, it is concluded that
in the Islamic state, the millennials’ attitude toward green products leads to positive GPI.
The tenth hypothesis (SN ! GPI) is accepted as there is a positive and significant
relationship between SN and GPI ( b = 0.199, p < 0.01). The results are supported by (Paul
et al., 2016; Chaudhary and Bisai, 2018). The work of Wang (2014), Yadav and Pathak (2017)
reported the same results. The findings show that millennials are highly attracted to others’
opinions, and that is why the homogenous and heterogeneous groups inspire them. Thus,
this trait results in a positive intention to buy green products. Additionally, it is observed
that peer influence plays an essential role in influencing the individuals’ environmentally
conscious behavior (Tsarenko et al., 2013). When consumers receive pressure to buy green
products from the individuals with whom they have a strong bond, it ultimately increases
their GPI.
The eleventh hypothesis (GPI ! GPB) is accepted as there is a positive and significant
relationship between GPI and GPB ( b = 0.724, p < 0.01). The results are consistent with the
studies (Yadav and Pathak, 2017; Huang et al., 2014; Paul et al., 2016). The result implies that
when a consumer has a positive attitude toward environmental protection, it will increase
their willingness to purchase green products. Vazifehdoust et al. (2013) stated that
consumers having a positive attitude toward the protection of the environment would depict
positive behavior. Furthermore, intentions are the first step toward a particular behavior;
thus, it is crucial to develop positive intentions among consumers to end up with GPB.
Table 6 represents the results related to the moderating effect of RGV. In this table, we
have two hypotheses that show the association between (ATPG ! GPI) and (SN ! GPI),
along with the moderating role of RGV. The results reveal that both hypotheses are not
supported as H12 has an adverse effect ( b =0.163, p < 0.05), and in the case of H13, the
confidence interval must not have zero value between lower level and upper level. As
reported in H13 findings, the confidence interval was (0.011, 0.240); thus, showing that the
relationship will sometimes be stronger or even weaker or have no effect. Based on
the results, it is stated that RGV weakened the relationship between ATPG and GPI because
the moderating effect is significant in the reverse direction. It means that millennials do not
consider religious aspects while making green purchase decisions because from the religious
point of view, Muslims are more concerned about halal consumption and demand certified
halal products (Abu-Hussin et al., 2017) rather than green products. Thus, green products do
JIMA not make a big difference in their attitudes. According to Mukhtar and Butt (2012), religion
does not have the same influence on two persons. Hence, it can be claimed that the extent to
which religion influences Muslim customers varies as well. In the world of consumption, it is
not just religion that plays a major role while making purchase decisions but also an
individual’s attachment to their religious beliefs. It means that millennials’ RGV does not
foster their attitude to purchase green products. Similarly, they do not influence other people
to do the same. However, this age group can depict green intention based on their EK and
concern.
Additionally, Table 6 includes the value of f 2 , i.e. effect size analysis. To evaluate the
influence of effect size (f 2 Þ, the scholar set up the following benchmarks: < 0.02 as no effect,
0.02 as a small, 0.15 as a medium and 0.35 as a large effect (Cohen, 1988) . Based on our
results, GPI depicts a large effect on GPB. Additionally, GBK has a small effect on ATPG
and SN and EC has a small effect on SN. Similarly, the values in the range of 0.2–0.3 are
considered to have a medium effect.
Table 7 portrays the results of the “coefficient of determination” of R2 and Q2 . When in
the research model, all exogenous constructs explain the proportion of variance in the
endogenous constructs is said to be R2 . The results display that the R2 of GPB is 0.525,
which denoted that the exogenous variable (GPI) explained 52.5% of the variance in the
GPB. Similarly, the R2 of GPI is 0.329, which symbolized that an exogenous variable (ATPG
and SN) explained 32.9% of the variance in the endogenous variable (GPI). Further, ATPG
and SN have the R2 values of 0.560 and 0.389, respectively. It means that exogenous
variables (EK, EC, GBK and GPV) explained 56.0% and 38.9% of the variance in ATPG and
SN, respectively.
“Predictive relevance (Q2 )” has been verified by using the procedure of blindfolding. Hair
et al. (2013) stated that Q2 represents a measure of how well-observed values are
reconstructed by the model and its parameter estimates. The standard of Q2 says that the
model possesses predictive relevance when Q2 >0 (Fornell and Cha, 1994; Hair et al., 2014).
In our results, values of Q2 are higher than 0; hence, indicating that the structural model has
predictive relevance.

6. Conclusion and policy implications

6.1 Conclusion
Environmental change has become a serious issue in the present era. In response to climate change,
humans must follow standard operating procedures to decrease harmful effects. Therefore, the
present study attempts to study the factors that promote GPB among millennials by incorporating
RGV as a moderator. It would provide extensive knowledge regarding the behavior of millennials.
For this purpose, the data were collected from the millennial consumer population. A questionnaire

Variables Coefficient of determination, R2 Predictive relevance, Q2 predict

ATPG 0.560 0.379

GPB 0.525 0.312
GPI 0.329 0.221
SN 0.389 0.248

Notes: ATPG: attitude toward purchase of green product; EC: environmental concern; EK: environmental
Table 7. knowledge; GBK: green brand knowledge; GPB: green purchase behavior; GPI: green purchase intention;
Results of R2 and Q2 GPV: green perceived value; SN: subjective norm; RGV: religious values; f2: 0.02, small; 0.15, medium; 0.35,
predict large
was used as the research instrument. Moreover, PLS-SEM was used for analyzing the relationship Green
among variables. Furthermore, the measurement and structural models were applied in this purchase
research. We developed 13 hypotheses, and from 13, nine are supported, whereas four are not
supported. First, EC, EK and GPV positively and significantly affect ATPG and SN. Moreover,
behavior
ATPG and SN also show a positive and significant relationship with GPI. GPI is also positively and
significantly associated with GPB. However, GBK portrays a positive but insignificant relationship
with ATPG and SN. Finally, RGV weakened the relationship between ATPG and GPI because the
moderating effect is significant in the reverse direction. However, in the case of SN and GPI, it does
not moderate the association because of an insignificant effect. Millennials believe that by
purchasing green products, they can prevent the earth from degradation. However, less RGV
regarding the protection of the environment might weaken the proposed association. Therefore,
there is a need to promote knowledge and concern about the environment among this age group
because both factors show higher intention, leading to GPB.

6.2 Practical implications

The study provides valuable implications for green marketers, organizations, consumers and the
government. First of all, green brand knowledge plays an essential role because when consumers
are aware of the brand and understand the importance, they will eventually be more likely to depict
a positive attitude toward the purchase behavior. In our study, the association is insignificant as
millennials are not aware of green products because of the least marketing activities and
campaigns. Hence, it is recommended that marketers promote green products in the same way as
they advertise other products in the vicinity of Pakistan. Millennials are widely spread almost at all
mediums such as electronic media and social media. So, green marketers should target these
platforms to reach the target audience quickly. Additionally, it is the responsibility of marketers and
organizations to spread awareness among consumers and inform them about the pros and cons of
green brands also how they are different from ordinary products.
Contrariwise, EC and EK positively and significantly impact attitude and SNs. Hence, it is
recommended that marketers convey the importance of the environment through video messages,
advertisements and short messages. They can use various platforms to foster concern and
knowledge about the environment among millennials of Pakistan. The messages might include
background information of the environmental issues, product features and specifications that how
that particular product might help lessen the problems of the environment. By implementing this
tactic, marketers can better understand the environmental issue at hand, and this practice will allow
them to make educated purchase decisions. Moreover, people are attracted to facts and figures.
Hence, it is suggested to incorporate factual information about the environment; thus, it will foster
the EC and knowledge that will lead to green purchasing. Furthermore, in their communication
strategies, marketers should also explain the originality associated with the product as it will appeal
to the consumers’ attitudes.
The other factor is the GPV, and it is revealed that when millennials perceive the high value of
green products, it ultimately depicts a positive attitude. Consumer self-belief should be reinforced by
making realistic advertisements (such as product advantages that include the consumer and the
environment) and by using customer testimonials that praise the product’s contributions to the
environment. Besides, the marketers’ responsibility is to inform all advantages of green products in
their campaigns to draw a positive image. Hence, through videos and testimonials, consumers’
attention can be caught easily. It is obvious from the result that SN affects the consumers’
willingness to buy green products. Therefore, marketers can use referral or word-of-mouth
marketing to promote environmentally friendly behavior among consumers. Furthermore, green
marketers can use social networking sites such as Twitter and Facebook for advertising and
promotional purposes. Marketers should encourage people to write reviews on green products to
JIMA spread green products knowledge. Moreover, they should encourage people to recommend those
products to their friends or relatives through social forums. It is also evident from the result that
attitude has a strong influence on the consumers’ willingness to purchase green products; the
marketer should try to increase the consumers’ attention toward green products by offering
promotions, discounts and special vouchers along with testers as it will help in improving the
consumers’ willingness to buy green products. To sum up, businesses or enterprises can do
environmental and green marketing to increase consumers’ green purchasing behavior. Young
consumers easily get attracted by the advertisement if the message is righty conveyed. Hence,
marketers should develop a favorable image of green products by showing the utility of green
products. Another trait of millennials includes the importance of regular feedback. It means that
millennials do much research before buying anything, so it is the marketer’s responsibility to
provide excess information through blogs.
In Pakistan, the concept of green products is a newly introduced marketing tactic. From the
religious point of view, consumers of Pakistan are more concerned about halal-certified products
only; thus, they pay less attention to teaching related to green surroundings. The major reason
might include a lack of awareness. Muslims millennials are completely aware of the consequences
of halal and haram products and make sensible decisions based on prior conceptions and values. In
contrast, purchasing green products is an emerging concept, and prior generations were not even
aware of such products. So, the old generations’ unfamiliarity and the late emergence of green
products in Pakistan affect millennials RGV. Therefore, it is necessary to inform millennials about
the importance of protecting the environment from religious aspects. For this purpose, it is
suggested to promote Islamic ethics, teachings and morals that explain the importance of protecting
the environment. In addition, marketers should incorporate RGV in marketing campaigns. For
instance, in an advertisement, renowned scholars should promote the importance of protecting the
environment and ways of contributing to this cause by replacing nongreen products with green
products. Further, businesses should inform consumers in detail about all benefits of green
products through social media, television advertisements and newspapers.

6.3 Theoretical contributions

The current work makes theoretical contributions in the following ways:
 It contributes to the green literature by exploring the GPB of Pakistani millennials
 The research includes the moderating role of RGV to have an in-depth
understanding of millennials’ RGV that either strengthen or weaken the proposed
associations. So that in upcoming time, businesses can market green products
accordingly. Further, no one studied the moderating effect in a similar context to the
best of the authors’ knowledge
 The research model includes environmental triggers (EK and EC) as both triggers
help identify Pakistani consumers’ present-day understanding of environmental
aspects.

6.4 Future recommendations

This study collected data from millennials. Hence, it is advised to target other generations to
develop an in-depth understanding of purchasing green products. Also, comparative analysis can
be conducted that might target baby boomers with millennials or Generation X with Generation Y.
Similarly, in the future, two countries can be studied together to better understand the different
regions and cultures. Additionally, it is recommended to replicate this study from the perspective of
other Islamic states to get useful insights. Moreover, researchers can include other variables to
assess the relationship. The study has used the PLS-SEM so future research can analyze the same Green
association by using the more advanced technique. purchase
behavior
Note
1. www.iqair.com/world-most-polluted-countries

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Corresponding author
Syed Ali Raza can be contacted at: syed_aliraza@hotmail.com

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