Green Consumption: The Emerging Trend among Karachi Millenials

Abstract

Pakistan has been perceived as a “Green and Clean” country. Karachi is Metropolitan city of Pakistan and it is assumed that ecological awareness among Consumers in Karachi is high. However, there is little empirical verification to put forward that the ecological values and attitudes are congruent with the consuming public’s actions towards green products. In addition, a good number of studies have focused on the general ecological behavior instead of specifically on consumers’ purchasing conduct towards green products. The aim of this research is to investigate the emerging trend of green consumption among the people of Karachi. The study found that, as the individuals get older they become more conscious about the green consumption. If people are more inclined towards betterment of environment, the consumption pattern bring round towards sustainable products. The study also found that; as education level and income level increase, it is negatively affecting the green purchase behavior. At the end study found that females are more conscious than males to show the behavior of ecological concern.

Keywords: Green Environment; Millenials; Ecological concern; green consumption; sustainable products;