Analysis of Factors Influencing Green Consumption Behaviour, A Comparison of Pakistani and Canadian Consumers

Muhammad Sajid Saeed


Rapid economic growth and technological innovations have fostered exploitation of natural resources, over consumption and environmental deterioration. Differences in knowledge, cultural aspects, social values and awareness among customers of developed and developing countries may have differential impact on their green consumption patterns. This study was aimed at comparing factors that influence consumption of green energy products within Pakistani and Canadian consumers. Quantitative methods were used to get data from consumers about how social values, environmental concern, functional value and long term orientation impact green energy product consumption within consumers of Canada and Pakistan. From each country, sample of 250 consumers was selected by applying convenience sampling technique. It was concluded that environmental concerns, social values, long term orientation and functional values have significant impact on green energy consumption within both countries. Functional values had highest impact on green energy consumption within Pakistani consumers. However, results revealed that environmental concerns and long term orientation have high influence on green energy consumption within Canadian consumers as compared to those in Pakistan. However, green advertisements had high moderating role to influence green product consumption within Canadian consumers as compared with those in Pakistan. It is proposed that policy makers and practitioners within Pakistan need to emphasise on creating awareness about long term planning and environmental concerns for boosting green energy adoption by consumers.

Keywords: Sustainability, green energy products, green marketing, sustainable consumption

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