Impact of green practices on consumers’ sustainable purchase intentions: Humans’ management adopting green strategies in Pakistan

BACKGROUND: The rapid expansion in economies has resulted in overconsumption which is alarming for the environment. Patterns of consumption play a key role in the worsening environmental surroundings, causing consumers to seek sustainable features in their buying patterns. Therefore, it is vital to understand the elements that lead to sustainable purchase intentions (SPI). OBJECTIVES: This study investigates the impact of distinct green practices – environment (EnV), perceived environmental responsibility (PreR), environmental advertisement (AvT), and eco-labeling (EcL) – on SPI. The originality of the present study lies in the investigation of distinct practices on SPI which has been ignored in past studies. METHODS: The data were collected from the main cities of Pakistan (n = 300) and analyzed using the partial least square and CFA. RESULTS: The results demonstrate the positive nexus of such practices – EnV, PreR, AvT, and EcL – on SPI. They provide extensive input into the growing literature of psychology in terms of humans’ sustainable consumption behavior with empirical evidence from a developing nation. CONCLUSIONS: This study provided the implications for the marketers along with future research directions for academicians and practitioners.